Walkers launch Gary's Great Trips
Consumers set to enjoy days-out with new Walkers on-pack promotion.
07 May 2009
Walkers, the UK's No. 1 crisps and snacks manufacturer, is set to boost sales this summer with the launch of a new promotion, Gary's Great Trips. With a similar mechanic to the hugely successful Brit Trips initiative from last year, customers collect on pack points in exchange for discounts on fantastic days out around Britain. Gary's Great Trips offers genuine value to shoppers and is expected to be hugely popular. Supported with a multimillion pound marketing investment demand will be high driving incremental sales for retailers.
In a special initiative tailored specifically for the Impulse channel, shoppers will also have the option to bid for 'VIP Trips', including international rugby tickets, VIP passes to the V Festival and World Touring Car championship VIP tickets.
Shoppers can collect points across all formats of Walkers crisps - from single serve through to the largest 26 pack multipacks. Every pack is worth at least £1 of savings, so single serve packs which carry 2 points are worth £2, a 6-pack is worth £6 and a 26-pack is worth a massive £26. The bidding aspect of the promotion will feature on all single serve formats.
Once collected points can be uploaded onto the Gary's Great Trips website using special on pack codes where they can be exchanged for bids on VIP trips or great value discounts on days out across the UK and Ireland. Customers can easily claim several trips throughout the promotion - for example, you only need 15 points for a half price ticket to Alton Towers, saving £18.50.
Kirk Tanner, VP Impulse Sales for Walkers, says, "Gary's Great Trips is another great promotion from Walkers. It offers shoppers genuine value with fantastic savings on popular venues across UK and Ireland. What's more, we have developed activity specifically for the convenience channel which offers impulse customers the chance to bid for amazing VIP trips and events. This promotion is a further demonstration of our commitment to offering genuine value in the convenience channel, and by getting behind this promotion, retailers will be able to maximise the expected high demand and increase their crisps sales this summer."
Builder's Breakfast, the recent winner of the hugely successful Walkers Do Us a Flavour initiative, will also be included in promotion. A limited edition promotional 6-pack will also be launched, with three new flavours - Sour Cream & 'Drive', Roast Beef & 'Horse Racing' and Man-'Go Karting' Chutney.
Gary's Great Trips will also be supported by a fully integrated multi-million pound campaign, including TV and radio advertising, PR, social networking and online promotion. Point of sale material will be available through retailers' local Walkers representative.
Walkers are offering a range of spectacular discounts on the following popular activities:
• Merlin Entertainment - Alton Towers, Chessington World of Adventures, Thorpe Park, London Aquarium, Warwick Castle, Legoland, Madame Tussauds, London Dungeons
• National Trust
• Holiday Inn
• Crowne Plaza
• Plus a range of other activities including theatre tickets, horse racing, ten pin bowling, golf, pub grub and many, many more.
VIP Trips, the bespoke activity for impulse customers, can be won via a reverse bidding system on the website. Each 'bid' costs the customer just 2 points, and they can choose any number to 'bid'. The customer who chooses the lowest unique number is the winner. After any 'bid', they will then be told whether theirs is currently the lowest unique bid, so they can choose to bid again if they wish.
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