Walkers is introducing home grown ingredients from around Britain to its core range of crisps. The biggest flavour innovation behind the product range for ten years will emphasise Walkers’ taste and quality and will also see the iconic Walkers brand benefit from a fresh new look. A massive and impactful marketing campaign, featuring brand ambassador Gary Lineker is set to launch.
Building on Walkers’ commitment to using 100% British potatoes, British sourced ingredients are being introduced across the core range to boost flavour, including: Cheddar from Somerset in Cheese & Onion; Tomatoes from the Vale of Evesham in Prawn Cocktail and Tomato Ketchup; Salt from Cheshire in Ready Salted; and Sour Cream from Dorset in Sour Cream & Chive.
Marianne McGoldrick, Senior Marketing Manager, Walkers, comments, “Our crisps taste great which is the key reason people choose Walkers. By making our flavours even more irresistible with delicious home grown British ingredients, and communicating it both on pack, on TV, and through social media, we are confident we are creating a significant sales opportunity for retailers. Walkers is a trusted British brand, renowned for flavour innovation, and this next step in Walkers’ evolution is set to further engage the nation in our best selling £487m range.”
The new packaging prominently features a Union Jack potato stamp reinforcing provenance, while the Walkers logo benefits from an update. Deeper, richer pack colours are designed to communicate quality, while remaining instantly recognisable and are even easier to locate on shelf[1]. In addition, a key descriptive word has been used to identify the unique attributes of each Walkers flavour, from ‘Unmistakably’ for Cheese and Onion, to ‘Distinctively’ for Salt & Vinegar.
From March, the launch will be supported with substantial TV support in which Gary Lineker makes sure that the British ingredients are celebrated as the true stars of the Walkers brand.
PepsiCo is working in partnership with its customers to create high impact displays in stores and depots with bespoke tractor shaped display units, and POS featuring iconic British scenery to drive visibility and excite consumers.
Pre-filled four case stackers, designed for smaller stores should be placed in high footfall areas to capture impulse purchases, targeting the 43% of shoppers who buy from the CSN category without visiting the main fixture. Also, a new 24 case count will be available for independent retailers, as well as 49p price marked single bags.
