2104 Walkers Do Us A Flavour

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FINDING THE UK’S FLAVOURITE CRISP

Delivering great flavours to the British public is part of the Walkers success story, but in recent years the traditional model for introducing new flavours into the market had become ineffective. Walkers needed to come up with an innovative campaign that would make the news of new flavours irresistible again. In 2014, after the success of the previous ‘Do us a Flavour’ campaign, we helped Walkers launch another nationwide search for their next new flavour of crisps. Consumers were asked to come up with a unique flavour combination starting with one of Walkers’ home-grown ingredients: Somerset Cheddar, Devonshire Chicken, Dorset Sour Cream, Aberdeen Angus Beef, Norfolk Pork or Vale of Evesham Tomatoes. 

The campaign kicked off in January and after 1.2 million entry suggestions, we helped select six finalists, photographed them and put them on to packs of their own. We even gave them a hand to design their own posters. Then it was down to the British public to taste and vote for their favourite from one of Pulled Pork in a Sticky BBQ Sauce, Sizzling Steak Fajita, Chip Shop Chicken Curry, Ranch Racoon, Cheesy Beans on Toast and Hot Dog with Ketchup.

A fully integrated campaign involving a Gary Lineker fronted TV ad, radio copy, OOH, social activation and innovative Tweet-To-Eat vending machines saw Paul’s Pulled Pork recipe come out the winner - and Paul £1Million better off!

STAGE 1 CALL FOR ENTRIES ON PACK

STAGE 2 FINALISTS ACTIVATION

MAKING EVERY STOCKIST A VOTING BOOTH

HEAD OFFICE LAUNCH ACTIVATION

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