Walkers ‘Movie Night’ promotion taps into sharing opportunity

PepsiCo is tapping into the family sharing opportunity, which has grown by 17% over the last three years (Kantar), by offering movies to shoppers with its latest on-pack promotion on a selection of the bestselling Walkers sharing packs.

Running until the end of the year, the ‘Movie Night’ on-pack promotion is featured on Walkers core 175g sharing packs (Cheese & Onion, Salt & Vinegar, Ready Salted, Prawn Cocktail), Bugles 110g packs (Cheese, Sour Cream & Black Pepper and Southern Style BBQ) and 120g Mix Ups (Cheese, Spicy and Meaty).

Each promotional pack contains a unique code, and shoppers need to enter two codes at www.walkersmovienight.co.uk in order to claim a movie. The company has teamed up with Rakuten TV to provide a choice of nearly 3,000 movies that can be streamed through the consumer’s chosen device (web/smart TV/app).

Thomas Barkholt, marketing director at PepsiCo, comments: “Research shows that over 50% of crisp snacking occasions happen whilst watching TV at home. As these autumnal nights draw in and the weather gets a little colder, we hope this latest campaign will appeal to those families choosing to stay in. Our latest on-pack promotion capitalises on this trend and gives families the opportunity to sit and enjoy time together whilst watching one of the great movies available.”

He adds: “Sharing bags are responsible for one-fifth of all savoury snacking occasions within the UK (Kantar) and we have huge confidence that this promotion will drive sales within the sharing sector.”

The launch of Walkers ‘Movie Night’ will be supported with a strong marketing campaign including TV advertising, digital, and in-store advertising from early October.