Is this the end of the road for Salt & Vinegar? Walkers is giving customers the chance to keep their favourite crisps or risk losing them to a brand-new flavour, with its latest campaign ‘Choose me or Lose me?’
Consumers can vote between classic and new flavours either by purchasing a single pack or voting online. Three core flavours are in jeopardy, with Salt & Vinegar being challenged by Lime & Black Pepper, Prawn Cocktail taking on Paprika and Smoky Bacon versus Bacon & Cheddar.
The flavours chosen for the campaign are complementary to one another, with the ‘challengers’ all best-sellers abroad, such as Lime & Black Pepper from Australia, Paprika from Spain, and Bacon & Cheddar from the USA.
Walkers expects the challengers will bring in new shoppers to the category as per its previous flavour campaigns.
Thomas Barkholt, Marketing Director at PepsiCo, commented: “The campaign is based on strong insights around the importance of snacks to British consumers and the opportunity to have their say. We know our consumers feel passionately about their favourite Walkers flavours and we wanted to give them the opportunity to vote in regard to which flavours will be staying on shelves.
“We know consumers love our flavour campaigns and retailers benefit enormously from the buzz which they generate. 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 campaign runs across 32.5g singles, 32.5g PMPs, 50g Grab Bags and key multi-pack formats (3×6 packs and 1×22 packs).
‘Choose me or Lose me?’ is supported by television advertising as well as PR, digital, social media and in-store activity.