Retailers should prepare themselves for the consumer rush for the new Walkers flavours as Walkers, Britain's No.1 crisps and snacks manufacturer, unveils its latest multi-million pound TV advertising campaign promoting each of the exciting six finalist flavours of its 'Do us a flavour' competition. The six flavours were announced during a celebrity packed event last month and the TV campaign which is airing from February 4th, encourages consumers to try all six and then vote for their favourite from: Chilli & Chocolate, Crispy Duck & Hoisin, Builder's Breakfast, Cajun Squirrel, Fish & Chips and Onion Bhaji.
The ad campaign kicks off with a 60 second battle between the flavours, which are personified through larger-than-life characters. As they campaign for the public vote, the fight to win reaches a finale which sees giant chips being toppled, a huge chilli sent flying and an oversized fish left stranded! When help is called to break it up, Gary Lineker, posing as a policeman, enters and steals the flavours for himself.
He continues on his mission to get hold of all the new packs during separate 20 second adverts for each flavour, on air from 16 February 2009. The public are reminded of their vital role in deciding the next new flavour as he encounters the burly builders of Britain, shimmies with the Bollywood dancers of India and masters the busy streets of the Far East. There's even a special guest appearance from Gary's fiance, Danielle Bux, who lures away 'Chilli' and 'Chocolate' from their stash of crisps by acting the damsel in distress.
To vote the public can send a free SMS text message to 51199, send an email to vote@walkersflavours.co.uk or vote via the Walkers website www.walkers.co.uk. The most popular flavour will then remain a permanent fixture, with its creator receiving the grand prize of £50,000 and 1% of the profits for as long as the flavour is in production.
The campaign sets a new first for Walkers as a total of seven new adverts are dedicated to promoting the new flavours of crisps. Miranda Sambles, Marketing Manager for Walkers, is pleased with the final takes. "This set of adverts is great fun. You get a real sense of the personality behind each flavour, and the representing characters are developed well. At the same time, the key messages of the campaign are effectively communicated and encourage the public to get involved and vote for their favourite flavour."
Kirk Tanner, VP of Impulse Sales at Walkers, comments: "We have had a fantastic response from consumers since the new flavours have been available and they are already voting in their thousands. The TV campaign is set to create massive consumer demand and will drive even more consumers into store to buy and try all six flavours. Retailers need to stock all six to make sure their customers have an opportunity to try each one and vote for their favourite."
The first showing of the new adverts will be during Emmerdale on ITV at 19:15 and C4 during Hollyoaks at 18:45. They will run until 1 May 2009, when the public vote to decide the ultimate winner closes. The winning flavour will be announced shortly after.
