- Walkers has created four new, limited-edition flavours inspired by the UK’s best-loved local restaurant dishes; from fish and chips to madras curry
- Each bag provides £5 off the bill at over 3,000 local restaurants, with 93% coverage of the UK
- The campaign is expected to help pump over £2m* back into the hospitality industry
Walkers is celebrating loved local restaurants with the launch of new limited-edition Local Taste Icons flavours – delicious crunch-sized versions of the most-loved local restaurant dishes. Rolling out from mid-August, the line-up has been inspired by four standout local restuarants and includes:
- Madras Curry – inspired by The Radhuni, Edinburgh
- Thai Green Curry – inspired by Mantra Thai Dining, Newcastle
- Fish & Chips – inspired by The Wetherby Whaler
- Chicken Burrito – inspired by Yucca, London
A supporting on-pack promotion also aims to drive footfall to local establishments by offering a £5 off discount at participating restaurants. Every packet of Walkers Local Taste Icons directs shoppers to walkers.co.uk/local where they can search for their local restaurant and claim £5 off using a QR code voucher.
Katherine Cook, Walkers Senior Brand Manager at PepsiCo, states: “The past year has presented several challenges for the hospitality sector and there has been an incredible surge in consumers’ passion for giving back to their communities and supporting small businesses, with 65%[1] of Brits shopping more locally and planning to continue doing so.”
“Local businesses have always been there to help out, especially during the pandemic as we have seen retailers and operators coordinate home deliveries and donations to help those in need”, Cook continues. “We’re proud to support the hospitality industry, not only by promoting four local restaurant owners on our packs and re-creating their delicious dishes on our crisps, but also by giving money back to shoppers.
“The new limited-edition flavours will help to add excitement to the crisps segment, allowing retailers to offer their shoppers something new and drive sales. We have developed a bespoke in-restaurant point of sale kit to drive passing football to local establishments, digital assets and also worked with independent retailers to provide them with customisable posters to direct their shoppers and staff to their nearest local restaurants. In essence, this campaign will help to bring communities together after a challenging 18 months, giving independent businesses an innovative way of supporting each other.”
Walkers Local Taste Icons are available from August 16th across grocery and impulse in multipacks of five, grab bags and £1 price-marked packs. The launch will also be supported with a huge, light-hearted TV campaign airing across September and October plus disruptive in-store media, digital communications (Facebook, Instagram, Twitter, YouTube) and OOH advertising.
*Based on calculations by PepsiCo and reasonable assumptions on actual pack redemptions
[1] Barclaycard Consumer Spending Index, May 2021
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