Walkers Mystery Flavours set to drive tasty sales
New campaign set to spark national flavour debate and drive CSN profits for retailers.
20 January 2012
Walkers, the UK's No.1 crisps and snacks manufacturer*, is launching a multi-million pound campaign set to spark a national flavour debate with the launch of three new mystery flavours inspired by ingredients and recipes loved by the Great British public. Walkers "What's That Flavour?" will put the nation's taste buds to the test, capturing the imagination of consumers while driving tasty CSN profits for retailers.
Consumers are also being given the chance to bag three £50,000 prizes if they correctly identify the mystery flavour names. For now they are simply named Mystery Flavour A, Mystery Flavour B and Mystery Flavour C, with the real flavours revealed on the 12th March.
The nation has never been more interested in food and flavours so sales are expected to build on the success of previous campaigns like Walkers Flavour Cup, which was 44% incremental to the category selling over 100 million packs** and Clash of the Comics which raised over £1.2 million for Comic Relief.
"Walkers is a loved brand and a true flavour innovator with proven success at engaging consumers," comments Miranda Sambles, Marketing Director for Walkers. "Walkers What's That Flavour? perfectly fuses these elements together reinforcing our No.1 taste credentials, whilst delivering a fresh, high-impact campaign. By stimulating people's natural curiosity around flavour, the campaign is set to get the whole nation talking and ultimately drive sales.
"We are investing significantly in the impulse channel, working in partnership with our customers to help them maximise this promotion. Over 17,000 independent retailers received mystery flavour teaser bags to drive awareness and excitement for the campaign. We have also created smaller 32 case stackers and 'ready to sell' clips strips in mixed cases of 24 to offer value and allow retailers with limited space to stock alongside the core range", continues Sambles.
Walkers What's That Flavour will be supported by a fully integrated communications campaign, including high impact TV advertising featuring celebrities. Walkers will continue to spark the flavour debate by seeding clues throughout the campaign to keep the nation engaged.
* Nielsen value MAT to w/e 13.11.10
** TNS Worldpanel 12wks ending 11 July
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