Britain’s most loved crisps[1], Walkers, is once again celebrating the nations love of crisps and sandwiches at lunchtime with the launch of its latest campaign, which aims to help retailers drive sales by offering thousands of consumers the opportunity to win a free lunch* every minute between 12-2pm.
The new on-pack promotion will run from 1st May until 25th June, during the peak lunch hours of 12pm and 2pm. This is one of Walkers’ biggest promotions to date with 33 SKUs included across Walkers sub-brands, including the Walkers Core range, Walkers 45% Less Salt**, Walkers Baked, Quavers, Wotsits, Monster Munch and Squares.
The lunch occasion is the number one snacking moment for crisps across the day and the number one consumption moment for Walkers[2], highlighting the value of lunchtime crisp sales for retailers. Walkers aim to assist retailers in improving their sales of crisps over lunchtime by making crisps & sandwiches (the number one meal eaten at lunchtime[3]), inseparable in shoppers minds.
There is a clear frequency opportunity to go after; whilst 68% of Brits enjoy the occasional bag of crisps with their sandwiches[4], only one in seven do so in out-of-home lunch sandwich occasions[5] and one in ten in-home sandwich occasions contain crisps[6]. By positioning Walkers crisps as the delicious sandwich accompaniment via the on-pack promotion and high impact campaign, the brand will drive frequency of sales and cement Walkers as an essential part of lunch.
Philippa Pennington, Walkers Senior Brand Marketing Manager at PepsiCo commented, “Lunch is the number one snacking moment across the day[7] and therefore a key opportunity for retailers. By offering customers the chance to win a free lunch every minute between 12pm and 2pm, we are aiming to help retailers tap into the opportunity available within the lunch occasion.
“By bringing back our #CrispIN or #CrispOUT campaign, we will reignite the hotly contested debate on whether crisps belong in a sandwich, and by including the wider Walkers snacks portfolio in the campaign we spark conversation amongst consumers and inspire a whole new world of crisp & sandwich combinations. We hope to make the nation realise that a lunchtime sandwich really is incomplete without Walkers crisps – and we can’t wait to see the range of delicious and outstanding (and perhaps a bit daring and outrageous) combinations they come up with!”
The competition will run from 1st May until 25th June, with the revamped #CrispIN or #CrispOUT advert airing on TV from 8th May. The campaign will be supported by in-store marketing, digital, influencer and PR activity.
[1] For verification, see www.walkers.co.uk/mostloved
**vs. Average salt value of regular potato crisps
[2] UK Shape of Demand Bolt Consumption Study for Snacks for MAT Q3’2022. Bolt data is a study run by PepsiCo and Kantar. Using an online survey of 23,785 respondents (nationally representative sample).
[3] Kantar Usage Panel Total IH+CO 3 years ending 19 Feb 23(Filtered to lunch)
[4] Kantar Usage Panel Total IH+CO 3 years ending 19 Feb 23(Filtered to lunch)
[5] Kantar Out of Home Usage Panel Total Lunch 52 w/e 12 Jun 22 – Kantar Worldpanel monitors the consumption behaviour of 11000 individuals which is either In Home or Carried Out.
[6] Kantar Usage Panel Total Lunch CO 52 w/e 12 Jun 22
[7] UK Shape of Demand Bolt Consumption Study for Snacks for MAT Q3’2022
Comments are closed.