WALKERS RETAINS CLASSIC FLAVOURS AFTER RESISTING THE CHALLENGE OF OVERSEAS FAVOURITES

Today, Walkers announced the results of its ‘Choose me or Lose me?’ campaign which saw its favourite flavours battling it out against overseas contenders. The campaign captured the imagination of the nation, with over 770,000[1] votes cast, seeing the classic flavours retain their position as the nations’ favourites.

 CoL winners

Over 10 weeks, stalwart Salt & Vinegar was pitted against Australia’s Lime & Black Pepper, Prawn Cocktail rivalled Spain’s Paprika, and Smoky Bacon faced the USA’s Bacon & Cheddar. With the risk of shoppers losing their favourite flavours, the British public voted in their droves via purchasing in-store and voting online[2].

 

Lisa Nash, Walkers Senior Marketing Manager, at PepsiCo, comments: “The campaign was a hit with retailers, generating a 19% uplift in value sales for the core classic flavours[3], as shoppers voted via the tills. With the core line up regularly bought by a quarter of the UK population[4], it is impressive to see even more shoppers opting for our classics.

 

“We are thrilled to see how the campaign truly captured the imagination of the public and how passionate consumers were about keeping their favourite flavours, especially through commenting on what losing their favourite flavour would mean to them via social media.”

 

The campaign ran across single, PMP, grab bag and multipack formats and was supported by television advertising as well as heavy-weight PR, digital and social media activity and support in-store.

 

 

 

 

 

[1]778,636

[2] The winner of each flavour battle was determined by 80% pack sales (as defined by Nielsen, and independent 3rd party data source) and 20% by online vote

[3] Average 19.3% uplift in value sales of core skus (Salt & Vinegar, Prawn Cocktail and Smoky Bacon in 32.5g and 50g servings) compared to 2016, Nielsen 2/11/17 (13.08.16 – 22.10.16)

[4] Kantar Worldpanel- 52we HH penetration data to 23 April 2017

Author: kimbarnard

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