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product news: Walkers unveils summer regional activity

John Wood ·

Walkers is celebrating its more unusual flavours this summer, and the regions in which they’re most popular, with a new campaign and on-pack promotion.

The brand is continuing to mark its 70th anniversary by matching six of its flavours with the region which sells above the national average.

The six flavours will undergo a pack design makeover to elevate their regional credentials, as well as carrying an on-pack promotion, giving shoppers the chance to win £5,000 every week.

There will also be an accompanying TV campaign that will showcase the eccentric way that consumers display their love for their regional favourite.

Pickled Onion (Scotland), Tomato Ketchup (The North), Smoky Bacon (The Midlands), Worcester Sauce (South East), Marmite (South West) and Beef & Onion (Wales) will be available in a single serve format for the convenience channel.

Rachel Holms, senior marketing director at PepsiCo, commented: “We all know that flavours like Cheese & Onion, Salt & Vinegar and Ready Salted are firm favourites with our Walkers’ faithful. What people don’t necessarily know is that flavours such as Marmite and Smoky Bacon have just as much of a loyal following as some of our lead flavours within certain regions of the UK.

“Walkers has continually catered for the quirky and diverse tastes of the public and this has led to the development of some nationally popular, and surprisingly delicious, flavours that have become staples in most households. This campaign gives us the chance to highlight just how diverse our crisps range is and allows people to try flavours that they may not have come across before.”

The activity will be supported by a marketing campaign spanning TV, digital and in-store advertising, commencing in September, and a standout on-pack design to enhance trial of the flavours.

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