Walkers up for the cup with biggest ever flavour promotion
The Walkers Flavour Cup introduces a world of international flavours
30 March 2010
Walkers is launching a multi-million pound quest to find the World's best crisp flavour, as part of its biggest ever flavour promotion.
Millions of crisps fans are expected to show their support for the 'Walkers Flavour Cup' when it kicks off from April as 15 internationally inspired flavours including English Roast Beef & Yorkshire Pudding, German Bratwurst Sausage, Argentinean Flame Grilled Steak and Brazilian Salsa go bag to bag in a special flavour tournament which runs until July.
All of the 15 flavours will be available in multipacks and 8 of the flavours in single serve.
The Walkers Flavour Cup will be supported by an extensive marketing programme, including TV advertising, online activity and will also have a strong mobile and social networking presence. All communication will encourage consumers to buy and trial each of the flavours and then visit www.walkers.co.uk
Once there, consumers can support their favourite flavour by joining 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 are also encouraging consumers to show how passionate a flavour fan they are by uploading a short video or photo to become their flavour's Superfan. The best Superfan entry from each of the 15 flavours will win £10,000!
Eye-catching point-of-sale materials including posters, wobblers, stackers and clip strips are available to help retailers to create massive in-store impact and consumer awareness which will drive incremental sales.
Jon Kyle, Walkers Impulse Sales Director, says: "After the massive success of 'Do Us a Flavour' last year, we've come up with an even bigger idea with an international feel which is going to be even more engaging for our consumers. By stocking up on the range of internationally inspired flavours and using the eye catching point of sale material, retailers can really make the Flavour Cup promotion come alive in store. By leveraging the multimillion pound marketing investment they will be able to generate significant incremental sales."
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