- Walkers MAX is teaming up with the iconic fried chicken restaurant, KFC, to launch two signature flavours; Walkers MAX Kentucky Fried Chicken and Walkers MAX Double Crunch Zinger
- Coinciding with the launch, Walkers will be running an on-pack promotion – across both – giving consumers a 2 for 1 KFC Meal (in the form of 50% off the cost of two Meals for One) with every pack*
- The packs will be on-shelf from 13th January with a huge multi-touchpoint marketing campaign to follow in February
Forget New Year’s resolutions. This year’s been hard enough. It’s time we treated ourselves, and the people at Walkers and KFC agree, which is why the crisp experts have teamed up with the fried chicken aficionados to kick-start 2021 with some much-needed good news for fans of big flavour.
The collaboration will see two mouth-watering signature flavours rolled out on Wednesday 13th January. The launch will be supported by an enticing on-pack offer and a highly entertaining, multi-touchpoint media campaign that “just makes perfect sense”. Would you expect anything less from a Walkers and KFC collaboration?
KFC has dug into its famously secretive recipe book and the two new flavours will replicate the irresistible taste of the iconic fried chicken KFC meals… in a crisp!
- Walkers MAX Kentucky Fried Chicken: Walkers classic ridged MAX crisp with the signature flavour of KFC Kentucky Fried Chicken
- Walkers MAX Double Crunch Zinger: Walkers newest, deep-ridged MAX Double Crunch crisp (2x crunch of MAX) with the hot and spicy KFC Zinger flavour
Katherine Cook, Walkers MAX Senior Brand Manager at PepsiCo, states: “Our shoppers are all-in, they want bold flavour and excellent value – and they don’t want compromise. The new Walkers MAX x KFC flavours offer the ultimate fulfilling snack, delivering the epic KFC signature taste that people know and love, with the familiar and satisfying crunch of Walkers MAX.”
The two new flavours will be available all-year-round, launching with a limited time on-pack promotion[1], giving consumers a 2 for 1 KFC Meal with every pack. Consumers simply need to buy a promotional pack of Walkers MAX Kentucky Fried Chicken or Walkers MAX Double Crunch Zinger[2] and take it to their local KFC restaurant for takeaway or drive-thru to claim a 2 for 1 meal[3]. Valid until 31st July 2021, the offer can be used for dine-in at a later date, once restaurants have fully reopened, as long as customers hold onto their promotional crisp packs.
“A partnership between Walkers MAX and KFC is a no-brainer for us; as there are a number of synergies between our brands,” Cook continues. “Our focus for 2021 is to bring smiles back to the nation – if it doesn’t make you laugh, it isn’t a Walkers campaign. We can’t wait to share our campaign creative for the KFC flavours launch – it reveals something so clear; it’s amazing we ever missed it! You’ll have to wait until February until all is revealed…”
Hazell White, Senior Brand Manager at KFC UK&I: “We’re really excited to launch our partnership with Walkers MAX in two new flavours, Kentucky Fried Chicken and KFC Zinger. It’s no secret that we hold our recipes close at KFC, and for good reason. Our chicken is the best around. It’s a fact and it’s all down to that famous blend of 11 herbs and spices. We wanted to give our customers more ways to enjoy our iconic Fried Chicken flavour, whilst also giving them a way to enjoy a KFC meal in the future. We can’t wait for our fans to try them!”
This team-up with KFC follows the tremendously successful 2020 full re-launch of the Walkers MAX portfolio, which has grown by 11.4% year to date[4] and Walkers Taste Icons – the most successful Walkers limited edition flavour campaign in three years.
*Promotion T&Cs:
GB, 16+, 04/01/21 – 31/07/21. Purchase & qualifying restaurant spend necessary. £4.25 minimum spend to qualify for 2 for 1 on ‘Meals for One’ on presentation of a promotional crisp packet, with 50% off the cost of two ‘Meals for One’ only. Offer not available on other menu items or in conjunction with any other offers. Max 1 redemption per crisp packet. Not available on delivery or at digital kiosks in restaurants. See Walkers.co.uk/kfc for full T&Cs
[1] 13th January 2021 and 31st July 2021; www.walkers.co.uk/kfc
[2] all packs included apart from inners of 6 pack
[3] ‘Meals for One’ are included in the offer; Minimum spend of £4.25 per meal applies
[4] Nielsen, Total Coverage, Walkers MAX, Data to 04.12.20
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