Walkers announces 'Do us a flavour' finalists and urges retailers to stock all six flavours to face the public vote
Walkers, Britain's No.1 crisps and snacks manufacturer, is today announcing the six finalists of the 'Do Us A Flavour' campaign.
09 January 2009
The six final flavours, entered by the members of the public, are Fish & Chips, Onion Bhaji, Chilli & Chocolate, Crispy Duck & Hoi Sin, Builder's Breakfast and Cajun Squirrel. Each was chosen by a judging panel fronted by Chief Judge Heston Blumenthal and will face the public vote to decide which one stays on sale permanently. These six flavours will go on sale from 9 January and retailers are encouraged to stock up on all six to meet the expected huge demand.
The winning flavour will be announced in May 2009 and will join the Walkers flavours 'Hall of Fame' with the winner scooping £50,000 plus 1% of any subsequent sales of their flavour. The five runners-up will each receive £10,000.
Kirk Tanner, Walkers VP Impulse UK & Ireland says "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 impulse trade and growing the Crisps, Snacks and Nuts 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 the impulse channel.
In addition to stocking the best sellers in the category we urge impulse retailers to also stock all 6 finalist flavours. To help make that possible we have developed a range of merchandising and display solutions including the reduced case count size, 2 mixed cases of clipstrips, mixed multipacks, stackers and POS materials. Retailers who get behind the Walkers 'Do us a flavour' campaign will really benefit from increased sales, so stock up today and help get the nation voting."
The new flavours will be available in multipacks of six with an rsp of £1.55 and in Big Eat format with an rsp of £0.50. To make it easier for the impulse channel to stock all six flavours, Walkers are offering smaller case sizes, reduced from 32 packs per case to 24 packs, as well as an extensive range of merchandising and display solutions. Walkers will be offering the following kit:
- 2 x 3 case stackers with 3 flavours in each
- 2 x 1/5 TRDU's containing multipacks of six with 3 different flavours in each
- Full pallet TRDU containing a six-pack regular multipack
- Plus a wide range of POS and other promotional materials
The 'Do us a flavour' campaign launched in July 2008, when Walkers challenged crisp lovers around the country to invent a brand new flavour of crisp and become part of British food history. These six flavours were chosen out of over a million entries by a judging panel looking for flavours that would have the potential to become the next great Walkers flavour. To help the nation vote for the winning flavour Walkers will communicate with consumers through a fun on pack design, plus a variety of attention grabbing POS and displays in store. Furthermore the heavyweight campaign will include separate 20 second TV adverts for each of the 6 flavours, plus a 60 second campaign advert featuring brand ambassador Gary Lineker. The campaign goes live from 4th February.
A revamped website at www.walkers.co.uk, online activity, and consumer media PR will also support the promotion from launch right through until the overall winner is chosen in May 2009.
Heston Blumenthal, Chief Judge commented, "I love to experiment with flavour and to see the public getting so excited about taste has been absolutely inspiring. We've had such interesting entries and sifting through them has been quite an experience, but we feel that the six final flavours offer something for everyone from classic British dishes such as Builders Breakfast and Fish & Chips, to the more exotic flavours of Onion Bhaji, Chilli & Chocolate, Crispy Duck & Hoi Sin and Cajun Squirrel. I can't wait to see which one the public choose as their winner!"
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