Independent retailers are being offered the chance to win a store makeover as part of the celebrations for the 70th anniversary of the Walkers crisp brand.
There will also be a multi-channel campaign and limited edition flavour launch.
Walkers will be thanking convenience retailers for their support, with a competition encouraging them to join forces with their local communities and maximise the celebrations.
Retailers will need to register on www.countsformore.co.uk and upload an image of their Walkers 70th birthday displays in-store, and one retailer will win a store make-over and celebration that will allow local residents to share in the occasion. The competition will run from 3- 27 April.
Rachel Holms, senior marketing director at PepsiCo, commented: “We know that many convenience retailers are at the heart of their local community and their continued support has been vital in making Walkers the nation’s favourite crisps. This is an opportunity for the brand to say thank you, by offering retailers the opportunity to give something back and bring the community together.”
To drive excitement with shoppers the brand has launched six limited edition flavours inspired by the nation’s favourite tastes over the decades: Coronation Chicken (1950s), Roast Lamb & Mint (1960s), Cheese Fondue (1970s), Chicken Tikka Masala (1980s), BBQ Rib (1990s) and Sweet Chili (2000s).
The core Walkers range will also feature a new design that carries the message “Celebrating 70 years of the nation’s favourite”. Two separate TV adverts will also be rolling out in April, plus digital content and in-store activation.
Holms added: “To have been a household name in homes up and down the country for the last 70 years is a remarkable achievement. We would like to thank the British public for the support that they have shown us over the decades, and are proud to be the ‘nation’s favourite crisp brand’. What better way to mark the occasion than doing what Walkers does best, and bringing to life the iconic flavours from the decades – from cheese fondue to chicken tikka masala? Our TV creatives will further engage shoppers, ensuring that Walkers is front of mind.
“Our flavour campaigns have always been popular with shoppers and retailers benefit enormously from the buzz that they generate.”