DJ Ray Foley poses with his very own flavour of Walkers’, as part of the brand’s biggest ever consumer promotion
Walkers has just launched its largest ever consumer promotion, investing €1 million in marketing in Ireland alone. The campaign aims to capitalise on the brand’s flavour innovations and the fact that new flavours are driving category growth (Source Nielsen Scantrack 52 we 18 May 08).
The “Do yourself a flavour and make a packet” promotion offers consumers the chance to win €64,000 (or equivalent at that day’s exchange rate on £50,000) and earn 1% of net sales of their flavour in Ireland, UK, Isle of Man and Channel Isles, by creating the best new flavour of Walkers. The entrant whose flavour, invented by them, is voted most popular will take the main prize, while five runners-up will each win a cash prize of €12,500 (or equivalent at that day’s exchange rate on £10,000). The Irish marketing campaign includes a heavyweight TV, print and radio advertising, online, sampling and PR. In addition, a Today FM campaign asking consumers to “Do a flavour for your county and win a packet” is running with a E5,000 cash prize for the winner who chooses the best flavour for their county. Mayo man and Today FM presenter, Ray Foley, kick started the campaign with his very own limited edition pack from Walkers, Toasted Cheese and Mayo.
Walkers’ marketing manager, Nicola Wells, says: “Ray’s Toasted Cheese and Mayo is a fun example to get the public thinking about their county and about new flavours in general. They can then send all their great ideas to Walkers for the big promotion. “This massive campaign, with such an aspirational prize and the kudos of creating a new Walkers flavour, will really appeal to consumers and we are expecting it to be a huge success. Latest research shows that key flavours in the crisp and snacks category are growing three times faster than Cheese and Onion, highlighting that consumers now want more choice of flavour.” To maximise on the expected flavour frenzy, Walkers is introducing three new limited edition flavours, Tomato Ketchup, Pickled Onion, and Worcester Sauce. Bespoke point of sale is available for retailers.
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