Walkers brings viral Do Us A Flavour campaign to shelves with two finalist flavour launches

Walkers, Britain’s most-loved crisps brand[1], brought two finalist flavours from its Do Us A Flavour campaign to shelves nationwide. Having launched in January as a TikTok-first search for the brand’s next big flavour, the competition invited consumers to submit their dream crisp ideas. Narrowed down from thousands of entries through social engagement and expert input, including a panel featuring Chef Poppy O’Toole, the six finalist flavours then went head-to-head in a series of challenges through the world’s first crisps game-show, which has now been viewed more than 90 million times[2].

The two limited-edition finalist flavours, Salt & Pepper Chicken and Grilled Cheese & Chilli Jam, are now competing for the chance to become a permanent part of the Walkers family. One flavour takes inspiration from a takeaway favourite, golden bites of chicken with Chinese-style salt & pepper heat  while the other combines salty, golden grilled cheese dipped in sweet chilli jam. Each pack sold* will count towards the final result, with the creator of the best-selling flavour also in line to win a share of product sales of up to £500,000**.

Wayne Newton, Senior Marketing Director of Walkers Snacks at PepsiCo, said, “From thousands of ideas shared to just two finalists, our Walkers Do Us A Flavour competition has been an incredible journey. We have been blown away by the response to the search for the next Walkers flavour, and now it is time to bring the action into store. With two standout flavours and strong campaign support behind the launch, retailers have a real opportunity to drive trial, create standout in-store engagement and unlock incremental sales as shoppers decide which flavour earns a permanent place in the Walkers range.”

Available in 45g singles at RRP £1.10, 70g sharing PMP packs at RRP £1.49 and 6x25g multipacks at RRP £2.15, the non-HFSS finalist flavours are available across the grocery, impulse and wholesale channels, alongside TikTok Shop, from 15th of August to 30th of November. The activity is supported by an integrated marketing campaign spanning social, influencer and PR, alongside stand-out shopper activity including pre-filled FSDU and retailer media, through September and October.