Walkers is giving shoppers the chance to help permanently resurrect their favourite crisp flavours of the past.
From 10 August, the Bring It Back campaign will showcase five retired flavours – Barbecue, Lamb & Mint, Toasted Cheese, Beef & Onion, and Cheese & Chive – and give consumers the chance to vote for one to rejoin the range permanently.
Members of the public taking part in the vote will have the chance to win £100,000, as well as various prizes on a weekly basis. Alongside the five contenders, Walkers is also bringing back its Marmite flavour with immediate effect.
The Bring it Back range will be available in single packs (rsp: £0.57), grab bags (rsp: £0.89), a six-pack (rsp: £1.50) and a 24-pack (rsp: £4). The campaign will be supported with TV, digital and in store activity.
“Through extensive consumer research we know our flavour campaigns are popular with shoppers,” said Walkers marketing director Rachel Holms. “The campaign will drive excitement within the category, while also helping retailers increase incremental sales by offering shoppers the chance to try the limited-edition flavours and even win a £100,000 prize.”
Total sales of Walkers crisps have fallen 4.4% year on year to £699.2m [52 w/e 28 February 2015].
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