It’s Crunch Time for Crisp Fans with Walkers Campaign
Posted By Andy Smith
As something of a crisp connoisseur, I’m particularly passionate about which potato-based snacks fill our supermarket shelves. You can imagine, then, that when Walkers announced its new Choose or Lose campaign, my ears pricked up. I wasn’t about to see one of my favourite flavours scrapped.
Now, Walkers is no stranger to flavour campaigns – remember Do Us a Flavour? The campaign saw the brand revamp its traditional brand development process and put the power into the hands of its customers, once in 2008 and again in 2014. Each campaign generated over a million entry suggestions, with the one in 2008 sparking 4.3 million visits to the Walkers website and a 68 per cent increase in year-on-year sales growth. Not bad going.
When zhooshed up a couple of years ago, Do Us a Flavour included traditional TV, print and billboard advertising, a full-throttle social media campaign, giveaways at events and a stunt involving three busy London bus stops being turned into vending machines stocked with the six new potential flavours. Not only that, but the winner – the brainchild behind the victorious Pulled Pork in a Sticky BBQ Sauce flavour – won a cash prize of £1 million. Quite the incentive! The clever campaign saw Brits across the country unite in their love of the crisp and express their culinary creativity while, importantly, boosting brand awareness and sales for Walkers.
Back to 2017 and Walkers has reignited a tried and tested concept, but this time struck fear into the hearts of crisp fans nationwide with the possibility that one of its much-loved flavours will be banished from our shops. Choose or Lose works like this… Three traditional flavours – Salt & Vinegar, Prawn Cocktail and Smoky Bacon – have been respectively pitted against the following flavours from around the world: Lime & Black Pepper from Australia, Paprika from Spain and Bacon & Cheddar from the US. You can vote for your favourite in each battle either by picking up a packet in store (limited promotional runs of the overseas flavours are available alongside their British counterparts), or by visiting a dedicated microsite or Walkers’ Facebook and Twitter pages. Purchase votes count for 80 per cent of the vote; online votes count for 20 per cent. In each battle, there will be a winner and a loser, with the loser being removed from the marketplace.
At this point, I bet you’re dying to know which flavours I’ve been plumping for. A sucker for tradition and a particular Prawn Cocktail evangelist – if only for their superiority when it comes to crisp sandwiches – I’ve gone for the incumbent flavours on all accounts except for Smoky Bacon because, really, how can adding cheddar be a bad thing? With votes still being taken until 22 October, I implore you to get out there and strip your local shop bare of Walkers’ famous flavours and get casting your votes online – you’ll only have yourself to blame if not and I just simply can’t live in a Prawn Cocktail-less world.
Do you get the impression this campaign has worked on me? Just a tad – and I’m sure I’m not the only one. Thanks to its simplicity, emotiveness and genuine consumer engagement focus, as well as its amusing TV advert, I have a feeling it will follow in the footsteps of its predecessors and generate impressive results for our favourite savoury snacks brand. Bravo Walkers.
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