Walkers biggest ever flavour promotion

Walkers is launching a multi-million pound quest to find the World’s best crisp flavour, as part of its biggest ever flavour promotion.

Millions of crisps fans are expected to show their support for the ‘Walkers Flavour Cup’ when it kicks off from April, as 15 internationally inspired flavours – including English Roast Beef & Yorkshire Pudding, German Bratwurst Sausage, Argentinian Flame Grilled Steak and Brazilian Salsa – take part in a special flavour tournament which runs until July.

The campaign cheekily taps into the FIFA World Cup, as all the national flavours are four countries with teams competing in South Africa. Walkers, however, has been careful not to make any direct reference to the tournament, as FIFA is jealously protecting its rights and those of official promotional partners.

The promotion was created by The Big Kick.

The Walkers Flavour Cup will be supported by an extensive marketing programme, including TV advertising, online activity and will also have a strong mobile and social networking presence. All communication will encourage consumers to buy and trial each of the flavours and then visit www.walkers.co.uk

Once there, consumers can support their favourite flavour by joining a flavour fan club where they will have a chance to win Fan Club prizes. At the end of the competition the flavour with the most fans will be declared the Walkers Flavour Cup Champion.

Walkers are also encouraging consumers to show how passionate a flavour fan they are by uploading a short video or photo to become their flavour’s Superfan. The best Superfan entry from each of the 15 flavours will win £10,000.

Jon Kyle, Walkers impulse sales director, says: “After the massive success of ‘Do Us a Flavour’ last year, we’ve come up with an even bigger idea with an international feel which is going to be even more engaging for our consumers.”