Walkers is launching a festive limited-edition Power of Sausage Roll flavour during the Christmas period, in partnership with LadBaby and the Trussell Trust.
Five pence will be donated to the charity with every pack sold, as part of the brand’s continued support for the Trussell Trust, which supports a UK-wide network of food banks and helps to fight against poverty.
The LadBaby family have been using sausage rolls to do good at Christmas with their sausage roll charity songs, which have achieved the Christmas number one spot for the past two years, with all proceeds being donated to the Trussell Trust.
Fernando Kahane, senior marketing director Walkers Snacks at PepsiCo, commented: “We all know Christmas will look and feel quite different across the nation this year, but at PepsiCo we want to make a difference and give everyone a special moment over the festive period.
“When Covid-19 hit earlier this year, we were really proud to pledge £1m in support to the Trussell Trust. We are delighted to continue our fundraising efforts, by partnering with LadBaby and unleashing the Power of Sausage Roll flavour crisps to do good with a 5p donation to Trussell Trust per pack.
“The savoury snacks category delivered an extra £22m in sales over October to December 2019 versus the rest of the year. As the biggest brand in the UK savoury snacks category, we have an engaged audience and so – with the right activation – we hope to get people talking, raise some smiles, and help alleviate food poverty in the UK.
“To support the launch, we are building a fame driving and highly talkable new advert. Our 90-second film centres on a cheeky take on a Christmas classic - featuring a host of celebrity friends – and is sure to get the nation smiling. So, keep your eyes peeled.”
The limited-edition packs will be rolling out from 19th October, with a heavy-weight marketing campaign spanning digital and in-store across November and December.