Walkers asks ‘do us a flavour’
Crisp enthusiasts' own flavours come to the grocery shelves in a bid to enter the Walkers flavour 'hall of fame' and gain the public vote
Print11 February 2009
Walkers is urging retailers to stock the six new flavours created by members of the public in its successful ‘Do us a flavour’ competition. Having had the chance to try each creation the public will then vote for their favourite so that it will join the Walkers flavour ‘Hall of Fame.’
The six finalists, Fish & Chips, Onion Bhaji, Chilli & Chocolate, Crispy Duck & Hoi Sin, Builder’s Breakfast and Cajun Squirrel, were chosen by an elite judging panel fronted by celebrity experimental chef, Heston Blumenthal. Over the next few months the public will sample the new exotic flavours and vote for the winner which will become a permanent fixture, and its creator the owner of £50,000 prize money plus 1% of subsequent sales. In addition, the five runners-up will each receive £10,000 for their efforts.
Walkers marketing manager, Nicola Wells said: “This innovative and interactive ‘Do us a flavour’ campaign is a real first for the category and is a further example of how we are supporting the trade and growing the crisps and snacks category. With such innovative and unique flavours, everyone is going to be really keen to try them for themselves and there will be real demand in store.”
Walkers has driven the crisps’ flavour agenda in Ireland and research (Red C Q4 08 Research) highlights that new flavours are driving consumer trial and growing the category here. Nicola continues: “Everyone can play a part in choosing the next Walkers flavours and be a part of crisps history. It is a fun campaign that allows consumers to sample flavours they have not previously been able to.
“We have long moved away from being a one flavour nation and for that reason the next few months will be exciting for consumers who will have a wider flavour choice than ever before and be able to sample some interesting flavour mixes.”
Walkers will communicate with consumers through a fun on-pack design, plus a variety of attention grabbing POS and displays in-store. A €1.5 million media campaign will drive awareness in Ireland, through a high visibility TV, press, radio and PR campaign, all going live from 4 February.
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