- Walkers has initiated a new shopper marketing campaign, ‘2020-YUM’, championing its Sunbites, Snack-a-Jacks, Oven Baked, Wotsits, French Fries and Squares ranges
- The campaign runs until the end of February 2021
The latest campaign from Walkers – 2020-YUM – centres on its delicious range of family snacks across a number of its popular brands. Running through to 28th February 2021, Walkers is supporting retailers with extensive in-store display materials for its Sunbites, Snack-a-Jacks, Oven Baked, Wotsits, French Fries and Squares ranges.
Isobel Dracup, Brand Manager for Walkers comments: “We know the number one reason for people buying savoury snacks is enjoyment[1] and that taste-based campaigns always connect well with shoppers. In fact, our 2020 Great Taste Guarantee campaign saw a +7% uplift in sales of the brands included[2]. We wanted to build on this with our ‘2020 YUM’ campaign, offering enjoyable and tasty snacks for the whole family.”
The new 2020-YUM campaign will help drive additional savoury snack sales for retailers at the start of 2021, a category that typically under-trades at this time of year. In fact, if consumer spending on savoury snacks in January and February matched the average for the rest of the year, an additional £36 million would be driven into the savoury snacks category[3].
“In the first few months of the year, shoppers tend to look for tasty options that are available in 100kcal or less. It’s therefore important for retailers to champion products that meet these demands, such as our Snack A Jacks, French Fries, Wotsits and Square ranges,” Dracup continues. “It’s not just low-calorie crisps that are in demand at this time of year. Consumers are also looking for crisps with either 50% less fat than regular crisps, or 100% wholegrain – our Oven Baked and Sunbites ranges are ideal for these shoppers.”
[1] 85% of people told us – Nielsen, Need States Share of Savoury, 12 w/e Trended 12 w/e March 24th 2020
[2] Nielsen Value Sales, Jan-Feb 2020 vs Jan-Feb 2019
[3] Nielsen Value Sales, Jan-Feb vs March-Oct 2019
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