With the tournament reaching its climax tomorrow, Walkers crisps has declared its Flavour Cup campaign its "biggest-ever" flavour promotion to date, and also unveiled a price-marked pack promotion.
Since launching in April, Walkers Flavour Cup has been more successful than last year's Do Us a Flavour campaign, which captured 1.2 million consumer votes and generated a 14.7% sales hike year-on-year [Nielsen].
Jon Kyle, impulse sales director at Walkers, said the campaign had "performed exceptionally well" in both grocery and impulse.
"Sales matched 75% of Do Us a Flavour sales in the first week, and with a month left it was already 30% bigger than last year's promotion," said Kyle.
Despite England's dismal performances, the bestselling crisp flavour is currently English Roast Beef & Yorkshire Pudding, followed by American Cheeseburger. The most popular flavour will be announced on 11 July.
Walkers also announced it had launched a new two-for-70p on-pack offer in independents that will run for 10 weeks across nine leading Walkers crisps 34.5g bags. The promotion would encourage consumers and retailers to trial more flavours and drive profits and had the potential to generate £35m in incremental sales over the next three years, said Kyle.
"While cheese & onion remains the top-selling flavour with impulse sales of £13.5m a year, we are encouraging independents to see the scale of secondary flavours and the opportunity this presents."