The advertising shows some quintessentially British stars sporting spectacular outfits to attend the announcement the 15 finalist flavours of the Flavour Cup competition. These internationally inspired flavours, which were unveiled last month, include English Roast Beef & Yorkshire Pudding, Argentinean Flame Grilled Steak and Brazilian Salsa, are going bag to bag in a special flavour tournament which runs until July.
The new ad campaign launches with a minute long Flavour Cup draw, hosted by a suave Gary Lineker and his glamorous assistant. Gary reveals the international flavours to an excited audience of fans, including celebrity Superfans rooting for their favourite in ever-more flamboyant ensembles. The excitement is electric as the results are announced, before hundreds of packets of crisps are released onto the crowd in the place of balloons. At this, Gary loses his suave veneer, unable to resist all the new flavours. He jumps off the stage, stuffing his pockets with crisps and announcing, "May the most popular flavour win!"
Gary continues his efforts to get hold of the new flavours in shorter, successive flavour themed ads. Eccentric fans of Edam Cheese, German Bratwurst Sausage and English Roast Beef & Yorkshire Pudding show support for their flavour by taking part in different madcap stunts. The public are reminded of their role in supporting their favourite flavour by Stuart Hall, as he commentates in his distinctive style, "Support one of the 15 new flavours at www.walkers.co.uk and win a packet."
At the Walkers website, consumers can join a Flavour Fan Club where they will have a chance to win Fan Club prizes. At the end of the competition the flavour with the most fans will be declared the Walkers Flavour Cup Champion. Walkers is also encouraging consumers to show how passionate they are about their favourite flavour by uploading a short video or photo to become a Superfan. There are a host of fantastic prizes to be won, and the best Superfan entry from each of the 15 flavours will win a massive £10,000!
Jon Kyle, Walkers Impulse Sales Director, says "Walkers Flavour Cup is going to be even bigger and better than our successful Do Us a Flavour promotion last year. Our consumers are already really excited by all the international flavours and we expect our multi-million pound TV advertising campaign to drive even greater engagement and demand. Retailers can make sure they take advantage and benefit from the increased sales this activity will generate by stocking up on all the flavours and using the great POS materials we have developed to create even more excitement and theatre in store."
