CASE STUDY: Walkers 'Do Us A Flavour' campaign

Provided by Thinkbox
Walkers needed to get consumers excited about new products again. Sales rise 14% as the UK goes crazy for Builders' Breakfast.
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What was the Challenge / Background of the Campaign?

Like many FMCG brands, Walkers Crisps has promoted sales with news of new flavours. Classics TV ads featuring front man Gary Lineker have promoted variants on the salt and vinegar theme for years. However the strategy was becoming less effective, partly as a result of improvements in own label and new premium brand competitors. Based around the insight that "everyone's got an opinion about what makes a good packet of crisps", Walkers decided to give the British public a chance to turn their opinions into reality. Find out more...

What was the Campaign Objective?

Drive sales of Walkers Crisps via a user-generated flavour competition.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Walkers received 1.2m flavour ideas
16 - 24
25 - 34
35 - 44
Both
ABC1
C2
DE
Kids HH
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearENGAGEMENTPUBLIC RELATIONS
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