Walkers, the UK’s leading savoury snacking brand, has launched an on-pack promotion offering shoppers 25% off Virgin Experience Days over the summer period.

The promotion will appear on the top five snack lines in the market, Walkers Quavers, Wotsits, Monster Munch, Squares and French Fries, in multi and single-serve packs.

This exclusive discount is available with every pack and can be used on the Virgin Experience Days product range, which includes over 2,000 activities to choose from. The on-pack promotion will run up until October 14th, 2018, driving sales of the products throughout the summer.

To enter, shoppers need to visit the promotional site stated on the back of their promotional pack to register for an instant unique code. The code then allows them to book any Virgin Experience Days activity of their choice and receive a 25% discount at checkout.

Walkers says that up to 60% of people plan summer activities at least three months in advance, and its promotion will help shoppers make the most of the British summertime, whatever the weather.

Rachel Holms, Walkers Marketing Director, comments: “We’re really looking forward to kicking off our latest on-pack promotion as we will be helping Walkers fans fill their holidays with exciting activities at a reduced cost. 45% of households in the UK already buy into the Walkers snacks range and purchase on average seven times a year, so we are confident that the activity will be a success.”

The launch of the Walkers and Virgin Experience Days partnership will be accompanied by major in-store support across both grocery and impulse channels.

The Walkers brand is owned by global drinks and snacks company, PepsiCo. PepsiCo generated approximately $63 billion in net revenue in 2016, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. 22 of its brands generate more than $1 billion each in estimated annual retail sales.

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Walkers has launched yet another flavour campaign, this time pitting three UK flavours against three from around the world, with consumers being asked to vote to swap one for the other.

The flavour combinations being pitted against each other are Salt & Vinegar vs Lime & Black Pepper (Australia); Prawn Cocktail vs Paprika (Spain); and Smoky Bacon vs Bacon & Cheddar (USA).

Walkers says it has chosen these flavour combinations because they are the most regularly bought variants in the UK and in their own countries.

Thomas Barkholt, marketing director at PepsiCo, says: “The campaign is based on the importance of snacks to British consumers and the opportunity to have their say. Our consumers feel passionately about their favourite Walkers flavours and we wanted to give them the opportunity to vote in regards to which flavours will be staying on shelves.”

Barkholt adds: “We are confident that by bringing back the voting element, this campaign will really capture consumers’ interest, stimulating demand and driving growth in the savoury snacks category.”

The Walkers “Choose Me or Lose Me” campaign will run from August 14^th 2017 to October 22^nd. Promotional packs will be available from July 31^st in 32.5g single and price-marked packs, 50g grab bags, and multi-pack formats.

The outcome will be determined 80% by single packs bought in store, and 20% by the online vote.

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Walkers has backed the launch of a range of re-sealable 175g sharing packs with a new on-pack promotion as part of its Uefa Champions League (UCL) sponsorship.

Every promotional pack features the lower half of a football fan’s face. To enter, shoppers need to hold the pack up to their own face, take a selfie and share it on Twitter, Instagram or Facebook for a chance to win.

Entrants must be aged 18 or over and must not have been convicted of football hooliganism or have been banned from attending any sporting event.

The ‘Snap & Share’ promotion runs for 12 weeks from January 30th 2017 and offers consumers the chance to win a range of UCL-themed prizes. There are more than 7000 prizes in total, including 7,000 prizes of an adidas UEFA Champions League football, 500 prizes of a 500gb Sony PS4 with a Konami Pro Evolution Soccer 2017 video game, 20 pairs of Quarter-Final Match tickets including travel contribution and one night’s accommodation, 14 pairs of Semi-Final Match tickets including travel contribution and one night’s accommodation and six pairs of Final tickets including travel and two nights’ accommodation.

John Savage, UK brand manager – Walkers Crisps at PepsiCo, says: “Currently in the UK, one in five social occasions where snacking takes place don’t include sharing packs. We recognised this as an opportunity to drive incremental sales by introducing larger format bags of the nation’s favourite crisps, perfect for sharing. The re-sealable sticker gives shoppers the option of sharing their crisps or re-sealing them to keep them fresh and saving them for later.

Savage adds: “Watching a football match with friends or family is an ideal occasion for sharing snacks, so the UEFA Champions League is the perfect match for the launch of our new re-sealable sharing packs. The football-themed ‘Snap & Share’ on-pack promotion was designed to appeal to fans who love the social occasion around the UCL.”

An eight-week TV campaign will support the launch of the new sharing packs, which are available in four Walkers core flavours; Ready Salted, Cheese & Onion, Salt & Vinegar and Prawn Cocktail.

The ‘Snap & Share’ promotion features across key Walkers SKUs including Tear ‘n’ Share and Grab Bags, as well as the new sharing pack range.

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Walkers, the number one savoury snacking brand in the UK, is adding excitement to its latest sandwich-inspired flavours campaign with a new TV advert and pop-up crisp sarnie shop.

The main campaign revolves around a tie-up with iconic sauces brand Heinz to launch six limited-edition flavours, including Bacon & Tomato Ketchup, Ham & Mustard and Cheese, Cucumber & Salad Cream, and offers consumers the chance to win £10,000 every week,  as well as ‘sarnie’ themed prizes and free crisps.

In the new TV advert, brand ambassador Gary Lineker will be joined by ‘cheeky chappie’ Paddy McGuiness to run a club serving only crisp sarnies. The new TV creative, which sees Gary and Paddy take over a real café, will be launching on 1^st September 2016, and begins with Gary saying: “We are here to see what people think of Walkers new range of sandwich flavoured crisps.” The advert continues with Gary in the kitchen creating crisp sandwiches whilst Paddy serves the customers. There is a surprised reaction from the crowd as Paddy presents them with a Walkers spin on a crisp sandwich. During filming one lucky customer received £10,000 in a sandwich.

To support the campaign, Walkers will be offering members of the public and crisp sarnie fans the opportunity to buy tickets to visit the ‘Walkers Crisp Sarnie Club’ pop-up. Visitors will be invited to an unassuming newsagent in London where they will go through a hidden door behind a crisps display to enter the exclusive crisp sarnie experience.

The Walkers Crisp Sarnie Club will give ticket holders the chance to immerse themselves in a mixture of experiences, such as ‘Build Your Own Sarnie’, an interactive menu, a squidgy ‘bread bed’ and a range of crisp sandwiches.

Customers will be able to bag themselves a ticket to the pop-up shop by purchasing them online. The pop-up will be located on London’s Tooley Street, by London Bridge station, and will open from 8^th September until 1^st October.

Thomas Barkholt, Marketing Director at Walkers, comments: “Our new ad and experiential experience are great ways to drive further excitement behind our on-pack Flavours promotion. The pop-up shop is a brand new concept for us and we are sure it will give consumers an unforgettable experience.”

Creative agency INITIALS is responsible for the experiential development of the campaign. Production was handled by The Halo group, working closely with INITIALS.

Rachel Bateman, head of live engagement at INITIALS, added: “Working on the Walkers Crisp Sarnie Club has been a fantastic opportunity to evolve the way in which we treat live activity, adding a whole new level of exclusivity, quirkiness and theatre as well as a feeling of community by creating a members club. We hope people enjoy the experience.”

Walkers is owned by PepsiCo. PepsiCo generated more than $63 billion in net revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay (Walkers sister brand), Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

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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.”

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Walkers, the UK’s best-selling savoury snacking brand, is offering consumers the chance to win one of 20,000 seven night holidays for four to one of 26 worldwide destinations in its new Spell & Go on pack promotion.

Launching this week, promotional packs of Walkers will include a code linked to a letter of the alphabet that can be used to spell a destination of the consumer’s choice. To be in with a chance of winning, shoppers must collect the letters to create the name of the destination they wish to go to by registering at the game site – www.walkers.co.uk/spellandgo/home – redeeming the code and saving up their letters.

To help with the search, the public can increase their chances of success by exchanging letters with family and friends. They can also take advantage of a ‘random swap’ feature on the game website or of various ‘letter giveaways’ which will be run as part of advertising or media partnerships in print, TV and online. To use a letter from a giveaway, consumers will either have to take a picture of the letter and upload it to the game site, or use a unique code provided with the letter.

Additionally, shoppers of single serve promotional packs only will have the chance to win 250,000 instant prizes, including designer sunglasses and cameras: if they find a sachet inside, they have won.

Thomas Barkholt, Marketing Director at PepsiCo, comments: “We know that people love holidays and collector competitions with multiple chances to win. This exciting new on pack promotion from Walkers will provide a huge opportunity to engage with both our retail customers, and shoppers, and we are confident the packs will fly off the shelves as consumers begin to plan their summer getaways.”

The Walkers Holidays on pack promotion will be available across the Walkers Core range in both singles, available as a 50p RRP on Price Marked Packs, and on multipacks (RRP: £1.50).

The promotion runs from April 10th 2016 to July 31st 2016.

There are up to 20,000 holidays to be won, 3,000 to long haul destinations and 17,000 to Europe. Long haul destinations include places such as Bangkok, Hong Kong, Kuala Lumpur, Marrakech, New York, Sri Lanka and Tokyo. Short haul destinations include Amsterdam, Barcelona, Budapest, Crete, Cyprus, Florence, Majorca, Munich and Nice.

Consumers can win more than one holiday prize, but each letter can only be used once.

Holiday prizes are being provided in partnership with Lastminute.com.

Instant win prizes include Ray-Ban sunglasses, Sony Bluetooth speakers, Sony cameras, Kobo eReaders, portable chargers, 85,000 eBooks, 15,000 books from WHSmith and 150,000 packets of Walkers crisps.

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PepsiCo has teamed up with lifestyle brand Emma Bridgewater for an exclusive on-pack promotion across its Walkers Market Deli potato and pita chip sharing bags.

The offer gives shoppers the opportunity to collect limited edition Emma Bridgewater serving bowls and dipping dishes, and will be available in-store from mid-February until May 31st 2016.

The exclusively designed dishes feature the iconic Emma Bridgewater polka dot colours and ingredients used in Market Deli products. They can be redeemed online by using tokens available on promotional Market Deli sharing packs along with a payment of £5 for each item claimed.

Consumers will need to collect six tokens for a serving dish and three tokens for a dipping bowl. There is a maximum of one serving dish and two dipping bowls allowed per household.

Thomas Barkholt, Marketing Director at PepsiCo, comments: “Market Deli and Emma Bridgewater share the same passion for authenticity and that’s why we have partnered together to create an exclusive collection of hand-painted Market Deli inspired dishes. We are confident that this partnership will be a huge success and will build upon the premium credentials of Market Deli and drive incremental sales for retailers.”

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PepsiCo has relaunched its #gameready UEFA Champions League promotion across its soft drinks and savoury snacks portfolio, offering football fans the chance to win hourly prizes of UEFA related merchandise plus entry to a draw to win tickets to the UEFA quarter final, semi final and final matches and a grand prize of a VIP trip for two to the Final in Milan.

The on-pack promotion is capitalising on PepsiCo’s sponsorship of the UEFA Champions and will give the brands high visibility with football fans in advance of the start of the Euro 2016 tournament in France on June 10. The UEFA Champions League Final takes place on May 28.

One entrant will win the grand prize package, including travel to Milan for two people, a tour of the city, lunch, evening drinks reception and a shopping trip, plus tickets to the final.

There are another six pairs of tickets for the final to be won, including travel and accommodation. There are then 20 pairs of Semi-Final tickets and 32 pairs of Quarter-Final tickets available.

There are 40,000 hourly prizes to be won, including 22,000 UEFA Champions League branded T-shirts, 10,000 UEFA Champions League branded footballs and 8,000 UEFA Champions League branded sharing crisp bowls.

Consumers can enter up to 24 times a day, but have to have a different unique code from a promotional pack each time they enter. Entry is via the promotional website, www.game-ready.com.

The promotion is currently running in the UK, Republic of Ireland and Germany on PepsiCo’s Walker’s Lay’s and Doritos products. From March 1 2016, it will be rolling out to another 12 European countries and will also be appearing on-pack across Pepsi and Pepsi Max  products.

PepsiCo first ran a #gameready between September 12 2015 and November 12 2015. That campaign was supposedly the first to be run simultaneously by PepsiCo across its European markets on both food and beverage brands.

Thomas Barkholt, Marketing Director at Walkers, says: “We’re thrilled to be launching our latest #Gameready promotional campaign in conjunction with our UEFA Champions League sponsorship. This football tournament is renowned as one of the most anticipated competitions in the sporting calendar and we’re delighted to be offering match tickets to football fans across Europe, including an exclusive VIP trip to the final – the world’s biggest annual sporting event!”

PepsiCo’s latest on-pack promotion will be supported with a major marketing campaign, including new high-profile TV advertising featuring Britain’s Gary Lineker and football superstar Lionel Messi, strong levels of in-store activities, digital, social media and impactful POS materials. Additionally, the campaign will be supported by stadium branding, interview backdrops and perimeter boards.

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PepsiCo’s Lay’s potato chip brand will be running yet another flavour challenge in the US, starting next month. The new “Flavor Swap” program will see Lay’s fans asked to vote for four classic flavours or four new chip flavours.

From February 8, fans can vote for their favourite flavour in each of the four “Flavor Swap” pairings, and enter a $1,000 daily prize draw. One lucky fan will win a $250,000 cash prize for simply placing his or her vote.

Consumers can visit FlavorSwap.com to select their favourite flavour in each of the four categories:

• Heat: Lay’s Flamin’ Hot vs. all-new Lay’s Fiery Roasted Habanero;
• Cheese: Lay’s Cheddar & Sour Cream vs. all-new Lay’s Smoked Gouda & Chive;
• Barbecue: Lay’s Honey Barbecue vs. all-new Lay’s Korean Barbecue;
• Spice: Lay’s Kettle Cooked Sea Salt & Cracked Pepper vs. all-new Lay’s Kettle Cooked Olive Oil & Herbs.

The rise of flavour exploration is the insight behind the latest campaign, according to Jennifer Saenz, vice president of marketing and innovation at Frito-Lay. She says that the top flavour trends for 2016 will focus on spices, cheese, and herbs. Spices from all around the world continue to grow in popularity in American dishes and flavours. American staples will get an extra notch of flavour through the rising popularity of specialty cheeses like gouda and gorgonzola. The big twist on herbs next year will be using floral flavors, such as hibiscus, elderflower and lavender.

“Our fans keep us on the pulse of flavor exploration. ‘Do Us A Flavor’ showed us consumers want to be surprised with new and unconventional flavors – but we also recognize they love the tried and true classic Lay’s flavors,” says Saenz. “That’s why we’re asking them what to keep and what to lose.”

Ram Krishnan, chief marketing officer for Frito-Lay, PepsiCo’s savoury snacks subsidiary, which makes Lay’s, observes: “Over the last three years, the iconic Lay’s ‘Do Us a Flavor’ contest asked fans to submit their ideas for the next great potato chip flavor. Past winning flavors, including Lay’s Cheesy Garlic Bread, Lay’s Kettle Cooked Wasabi Ginger, and Lay’s Southern Biscuits and Gravy prove that Americans are on the hunt for unexpected and unique flavors. While ‘Do Us a Flavor’ spotlighted fans who wanted to create the next great potato chip flavor, ‘Flavor Swap’ celebrates fans who simply enjoy flavor and want to have a say.”

Lay’s is the American equivalent brand to the UK’s Walkers; both have run a variety of flavour challenge promotional campaigns over the past decade, including Do Us A Flavour/Flavor.

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