‘Tasty or Wholesome’? Walkers Sunbites Facebook campaign
Walkers Sunbites launch an engaging personality quiz on their Facebook page following recent success with fans.
25 November 2011
The September free-bag give-away on the Walkers Sunbites Facebook page saw the fan base grow from 0 to 57,000 and of those 80% were women. So now the brand is fast establishing itself on being irresistibly tasty and at the same time a bit wholesome. The 'Are you tasty or wholesome?' quiz has been set up in the style of a women's magazine style personality quiz with the aim of engaging its mainly female fan base.
Consumers taking the personality quiz will find out if they are Totally Tasty, Rather Tasty, Oh so wholesome or Very wholesome. By simply pressing 'Like' on the fan page and taking the quiz they can enter the prize draw to win up to £200 Debenhams shopping vouchers in addition to the chance to win a Tasty & Wholesome Luxury Break at Whatley Manor in the Cotswold's for two.
Click here to view the Walkers Sunbites Facebook page.
The most recent online competition follows the brands recent success with sales up by 48%* since April following a substantial marketing campaign to heighten consumer awareness of the brand's wholesome taste credentials, which included a colourful pack redesign and brand new TV ad. August sales were up 74%** year on year as consumers responded positively to the summer's engaging series of ads featuring X-Factor finalist Rebecca Ferguson.
Jon Kyle, Impulse Sales Director, PepsiCo UK, comments:
"The Sunbites brand has taken some powerful strides forward this year and has now exceeded £20 million in retail sales. Raising awareness of the great taste of Sunbites has been pivotal to our campaign this year. This has resulted in massive gains in market penetration and a rapid increase in brand perceptions around quality and taste. The brand's success represents a significant sales opportunity for retailers, and we encourage all retailers to stock up as the brand continues to grow."
Sunbites, the fastest growing 'Better for You' brand from Walkers and is already achieving the highest repeat purchase rate in the 'Better For You' (BFY) segment, prompting trial has been central to encouraging new and existing customers to try the brand. Sunbites' new-look packaging, refreshed website and large scale shopper marketing campaign have combined successfully with an engaging TV ad featuring Rebecca Ferguson to create an unprecedented level of interest in the brand. In particular, feedback from consumers indicates that the refreshed packaging has been a big hit, and research has confirmed that 44%** of the value sales uplift can be attributed to the popular new pack design.
Jon Kyle continues:
"We aim to maintain Sunbites' performance with a continuing focus on the brand as we engage consumers via the second Facebook giveaway."
In impulse stores, Sunbites are available in Sour Cream & Cracked Black Pepper and Sun-Ripened Sweet Chilli in single serve.
* Neilsen vaue sales w/e 9.4.11 -12.11.11 vs YAG
** Ninah Modeling, Nov 2011-11-24
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