Walkers and Heinz have linked up for the latest on-pack promotion, “Go Barmy for a Sarnie”, from the UK’s leading savoury snack brand.

Walkers has released six new limited edition sandwich-inspired crisp flavours, including ingredients from Heinz’s range of sauces.

The new flavour variants include: Toasted Cheese and Worcester Sauce; Bacon and Ketchup; Cheese, Cucumber and Salad Cream; Roast Chicken and Mayonnaise; Ham and Mustard; and Sausage and Brown Sauce.

The launch is being supported by the on-pack promotion, which invites consumers to enter for the chance to win £10,000 every week, as well as ‘sarnie’ themed prizes and free crisps.

Promotional packs will be available in store from the second week in August, in 40g singles and key multi-pack formats. The packs contain a unique code that shoppers can enter online to find out if they are a winner.

The “Go Barmy for a Sarnie” campaign is set to run for 11 weeks and will be supported by television advertising as well as PR, digital and social media activity.

Thomas Barkholt, Marketing Director at PepsiCo, says: “The campaign is based on strong insights around the importance of sandwiches and snacks to British consumers. Crisps are a regular feature at lunchtime for many people, so we came up with a concept that would incorporate them both; giving Brits the chance to try the great taste of their favourite sandwiches in crisp format. “Heinz products are a great fit with popular sandwich flavours, so we are delighted to be working with Heinz on this promotion.”

The post Walkers, Heinz sandwich-inspired crisps appeared first on IPM Bitesize.