Walkers Print WHAT'S THE FLAVOUR? by AMV BBDO London

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Industry Confectionery & snacks, Chips
Media Print, Magazine & Newspaper
Market United Kingdom
Agency AMV BBDO London
Director Paul Weiland
Executive Creative Director Paul Brazier
Creative Director Colin Jones, Andy Amadeo
Producer Ivana Bohuslavova, Trish Russell
Released February 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: PEPSICO
Product/Service: WALKERS
Executive Creative Director: Paul Brazier (AMV BBDO)
Creative Director: Colin Jones/Andy Amadeo (AMV BBDO)
Creative Team: Matt Welch/Simon Welch (AMV BBDO)
Creative Team: Gary Lathwell/Richard Peretti (AMV BBDO)
Producer: Trish Russell (AMV BBDO)
Production Company: (Paul Weiland Film Company)
Director: Paul Weiland
Producer: Ivana Bohuslavova
Lighting Cameraman: Henry Braham
Post Production: (The Mill)
Media placement: TV 30" & 60" - NATIONAL TV: ITV, CHANNEL 4: 8,039 SPOTS - 10 FEBRUARY 2012
Media placement: RADIO 30" - NATIONAL RADIO CAMPAIGN: 2,943 SPOTS - 20 FEBRUARY 2012
Media placement: YOU TUBE - YOU TUBE - 10 FEBRUARY 2012

Describe the objective of the promotion.
The rise of celebrity chef culture and multiple cookery shows in the UK means everyone thinks they’re a food expert. Walkers are the flavour experts when it comes to crisps, so they decided to put the nation’s flavour expertise to the test by releasing 3 new mystery flavours in the market. These could only be identified by taste alone. Aside from being one of the key sales driving initiatives in the Walkers calendar for 2012, the objective was to get the nation talking about these mystery crisps and to create greater appreciation for Walkers' flavour credentials.

Describe how the promotion developed from concept to implementation.
We knew that people were intrinsically curious about flavour and the topic generated conversation, debate and opinion. We launched with an experiential PR event for key influencers to generate buzz. We then toured the UK filming real guesses from the public to create our TV, radio and online display campaigns. These guesses stimulated the national flavour debate in which social media (namely Twitter, Facebook and YouTube) played a huge role. As the flavour conversation continued, we created peaks of interest by dropping clues in different media. The programme culminated with a national reveal which was covered by national press.

Explain why the method of promotion was most relevant to the product or service.
Walkers have been releasing new limited edition flavours for years as flavour is the key method of driving interest in the category. However, consumers were growing tired of the traditional flavour promotions. To generate interest, we decided to release these flavours without saying what the flavours were. This was a ‘never been done before’ in the UK so immediately people stood up and took notice. The game element played to Walkers sense of fun and created a flavour debate on a national scale.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Sales wise for the Walkers, the promotional was hugely successful, achieving over £5.6m value sales in 8 weeks. We recieved over 790,000 flavour guesses within the period, had over 1.7m visits to the Walkers website and accumulated over 100,000 new Facebook fans. The YouTube homepage takeover and the Twitter takeover were 2 of the most successful engagement pieces for Google and Twitter respectively in the UK. The brand’s buzz metric reached its highest point in the past number of years. Overall, the ‘What’s that Flavour’ campaign was the most successful consumer engagement promotion in its history.