Walkers is launching a new re-sealable 175g sharing pack to give retailers more opportunity to tap into the sharing segment which has grown by 15.9% in the last five years, plus an on-pack promotion as part of its UEFA Champions League (UCL) sponsorship.
The re-sealable packs are available in the four best-selling Walkers core flavours; Ready Salted, Cheese & Onion, Salt & Vinegar and Prawn Cocktail.
The launch of the sharing packs coincides with a ‘Snap & Share’ promotion, where shoppers can win UCL-related prizes, ranging from tickets to knock-out stage matches and the final (with accommodation included), PS4 consoles and Pro Evolution Soccer games, as well as official UCL adidas footballs.
Every promotional pack will feature the lower half of a football fan’s face, mouth open in a fun cheering pose. Shoppers simply hold the pack up to their own face, take a selfie and share it via Facebook, Twitter or Instagram using #WalkersUnited for a chance to win.
The ‘Snap & Share’ promotion will run for 12 weeks from 30 January across key SKUs in the Walkers portfolio including tear ‘n’ share and grab bags, as well as the new sharing pack range.
The launch of the new re-sealable packs will be supported with an eight-week television campaign. The on-pack promotion will also be supported with a digital campaign, and Walkers has also developed POS, featuring cheering faces, to grab shoppers’ attention.
John Savage, UK brand manager - Walkers Crisps at PepsiCo, commented: “Currently in the UK, one in five social occasions where snacking takes place don’t include sharing packs. We recognised this as an opportunity to drive incremental sales by introducing larger format bags of the nation’s favourite crisps, perfect for sharing. The re-sealable sticker gives shoppers the option of sharing their crisps or re-sealing them to keep them fresh and saving them for later.
“Watching a football match with friends or family is an ideal occasion for sharing snacks, so the UEFA Champions League is the perfect match for the launch of our new re-sealable sharing packs. The football-themed ‘snap & share’ on-pack promotion was designed to appeal to fans who love the social occasion around the UCL. Featuring on brightly coloured promotional packs that will have unprecedented stand-out on shelf, shoppers will find it hard to miss.”