Walkers links with Heinz to create sandwich-inspired crisps

Major crisp company Walkers is to team up with Heinz to launch six new limited-edition sandwich-inspired crisp flavours: Cheese Toastie & Worcester Sauce, Bacon & Tomato Ketchup, Cheese, Cucumber & Salad Cream, Ham & Mustard, Sausage & Brown Sauce, and Roast Chicken & Mayonnaise.

This follows Walker’s latest on-pack promotion ‘Go Barmy for a Sarnie’, which gives consumers the chance to win £10,000 every week, as well as sandwich-themed prizes and free crisps.

The packs will be available in 40g singles priced at 65p, and 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, plus there will be a “unique and exciting experiential activation”, to be unveiled at a later date.

Ayman Nasreldin, director of out of home at PepsiCo, commented: “We know consumers enjoy our flavour campaigns and out-of-home outlets benefit enormously from the buzz which they generate. Crisps are a regular feature at lunchtime for many people, so we came up with a concept that would incorporate the great taste of their favourite sandwiches in crisp format.

“Last year, ‘Bring it Back’ received over 1.35 million votes and generated over £13 million RSV sales in just 10 weeks. We are confident this campaign will really capture consumers’ interest, stimulate demand and help to drive sales especially as ‘Go Barmy For A Sarnie’ tested extremely well, outperforming key performance measures and rating amongst the most popular Walkers’ promotional initiatives ever.”

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