Crunch time for Do us a Flavour campaign

Builders Breakfast is winning flavour in Walkers Do us a Flavour campaign.

06 May 2009

Walkers, the UK's No.1 crisps and snacks manufacturer, today announces Builder's Breakfast as the winning flavour of its hugely successful 'Do Us a Flavour' campaign. Receiving a massive 232,000 votes, Builder's Breakfast will now become a permanent flavour in the Walkers range alongside classic flavours like Ready Salted and Cheese & Onion.

Last July, Walkers challenged consumers to invent a brand new flavour crisp. With an overwhelming response from the public the six final flavours, selected by chief judge Heston Blumenthal and a panel of judges from Walkers, were Chilli & Chocolate, Fish & Chips, Onion Bhaji, Crispy Duck & Hoisin, Cajun Squirrel and Builder's Breakfast. The public then voted for their favourite, with Emma Rushin from Belper, Derbyshire who came up with the winning flavour claiming a £50,000 prize and 1% of future sales. The other five finalists will receive £10,000 each.

James Stillman, Head of Flavour Development for Walkers commented, "We were overwhelmed by the fantastic response to 'Do Us a Flavour'. We would like to thank everyone who got involved, either by suggesting a flavour or by voting for their favourite. As makers of the nation's favourite crisps, Walkers has always been passionate about flavours and we really enjoyed seeing how inspired and creative the British public has been with their ideas. But there could only be one winner and we'd like to congratulate Emma on her success today. We are confident that Builder's Breakfast will make a great addition to the Walkers family joining much loved favourites such as Cheese & Onion and Worcester Sauce."

Ian Ellington, Walkers VP Marketing, says, "We are thrilled with the success of 'Do Us a Flavour'. There has been a fantastic amount of consumer interaction at every stage and we have seen a +20% value sales increase during the campaign. Grocery retailers should make the most of this opportunity, stocking up on all pack formats of Builder's Breakfast and supporting the flavour with POS materials."

Each of the six finalist flavours announced in January this year, have been campaigning across the country in a bid to win as many votes as possible. The campaign has also been supported by a significant high profile TV advertising campaign. The British public have been voting in their hundreds of thousands via Walkers' website, email, text and post. An incredible 1,077,000 votes were submitted for all six flavours, with Builder's Breakfast receiving 232,000 or 22% of the total votes cast.

Tagged: Walkers