Walkers celebrates 70 years with limited editions and marketing support

PepsiCo is celebrating the 70^th anniversary of Walkers with a multi-channel campaign and the launch of six limited-edition flavours.

The new variants, which are inspired by the nation’s favourite tastes over the decades, are: Coronation Chicken (1950s), Roast Lamb & Mint (1960s), Cheese Fondue (1970s), Chicken Tikka Masala (1980s), BBQ Rib (1990s) and Sweet Chili (2000s). Available in both single-serve and multipack formats, the six flavours have rsps of 65p for 40g, £1.50 for six-pack, £3 for 14-pack, and £4 for 24-pack.

Meanwhile, the core Walkers range will see a new design that carries the message ‘Celebrating 70 years of the nation’s favourite’. Two TV ads will roll out in April, plus digital content and in-store activation.

Rachel Holms, senior marketing director at PepsiCo, comments: “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. We are confident that this campaign will similarly capture the hearts of the Great British Public.”

As part of the campaign, Walkers is running a competition for convenience retailers, encouraging them to join forces with their local communities. By registering on www.countsformore.co.uk and uploading an image of their Walkers 70^th birthday displays in-store, one retailer will win a store make-over and celebration that will allow local residents to share in the fun of the 70th anniversary. The competition will run from 3-27 April.

Holms comments: “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.”