Walkers is proud to launch its ‘Choose or Lose!’ campaign, putting some of its classic flavours in jeopardy for the first time ever by offering customers the chance to keep their beloved flavours or swap them for a brand new flavour; which is a firm favourite from another country.
Launching on the 28th August, the TV advert, created by AMV BBDO, will run for six weeks. The advert will be supported by social media and digital activity across a 12-week period, with the digital creative being produced by OMD Create, OMD’s in-house creative team. The campaign will also include a partnership with Jungle Creations to create additional pieces of short form content, to be distributed on their most viewed page on Facebook, Viral Thread. All media planning and buying is being handled by OMD UK.
From August 14th until the 22nd October, shoppers will be able to vote between classic and new flavours either by purchasing a single pack or voting online. The decision will be between three classic flavours and three new flavours: Salt & Vinegar will be challenged by Lime & Black Pepper from Australia; Prawn Cocktail is taking on Paprika from Spain; and Smoky Bacon versus Bacon & Cheddar from the USA. The outcome will be determined by single packs bought in store (80%) and by the online vote(20%), leaving the decision firmly in the nation’s hands.
The new advert features a woman who is selecting a packet of Walkers crisps from a corner store. Not knowing which flavour to choose, suddenly she is thrown into a gameshow hosted by Gary Lineker with an audience split into two sets of supporters: classic Salt & Vinegar, and new Lime & Black Pepper, both encouraging the woman to choose their flavour. Torn between both flavours, the drama and tension builds but finally she selects Lime & Black Pepper, much to Gary’s shock. The Lime & Black Pepper fans go wild with excitement. She is then suddenly transported back to the corner shop, where the Salt & Vinegar packs have disappeared from the shelves.
Thomas Barkholt, Marketing Director at PepsiCo, comments: “We know shoppers love our flavour campaigns and we are pleased to be able to introduce a TV advert to support the launch of ‘Choose or Lose!’ for maximum impact. We’ve really highlighted the opportunity to vote in our new TV ad as we know our customers feel passionately about their favourite flavours and like to have their say. With incredible engagement rates and fans already voting in their thousands, we’re confident that the new TV ad will create even more awareness and inspire demand for ‘Choose or Lose!’, driving sales of Walkers crisps for retailers.”