Walkers is teaming up with Heinz to launch six new limited-edition sandwich-inspired crisp flavours, such as ‘Toasted Cheese and Worcester Sauce’, ‘Bacon and Ketchup’ and ‘Cheese, Cucumber and Salad Cream’.

To highlight the new variants, Walkers’ latest on-pack promotion ‘Go Barmy for a Sarnie’ will give consumers the chance to win £10,000 every week, as well as ‘sarnie’ themed prizes and free crisps.

Promotional packs, which feature sandwich images and the Heinz, HP and Lea & Perrins logos, will start rolling out from the second week in August and the campaign will be live for 11 weeks.

Available in 40g singles and key multi-pack formats (6 x 25g, 14 x 25g, 24 x 25g), each promotional pack will feature an instant-win code which consumers will need to enter online to reveal whether they are a winner. The campaign will be supported by television advertising as well as PR, digital and social media activity – plus there will be an experiential activation, to be unveiled at a later date.

Thomas Barkholt, marketing director at PepsiCo, commented: “The campaign is based on strong insights around the importance of sandwiches and snacks to British consumers. Crisps are a regular feature at lunchtime for many people, so we came up with a concept that would incorporate them both; giving Brits the chance to try the great taste of their favourite sandwiches in crisp format. Heinz products are a great fit with popular sandwich flavours, so we are delighted to be working with Heinz on this promotion.

“We know consumers love our flavour campaigns and retailers benefit enormously from the buzz which they generate. Last year, ‘Bring it Back’ received over 1.35 million votes and generated over £13m retail sales value in just 10 weeks. ‘Go Barmy For A Sarnie’ tested extremely well, outperforming key performance measures and rating among the most popular Walkers’ promotional initiatives ever. We are confident that this campaign will really capture consumers’ interest, stimulating demand and driving strong growth in the savoury snacking category.”

Chris Isaac, brand manager Heinz Tomato Ketchup, added: “Heinz Tomato Ketchup, Heinz [Seriously Good] Mayonnaise, Heinz Salad Cream, Heinz Yellow Mustard, HP Brown Sauce and Lea & Perrins Worcestershire Sauce are perfect partners for sandwiches. We’re thrilled to be teaming up with Walkers and excited to see our sauces available in a crisp sandwich format. We’re sure this promotion will be a great success.”

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