DO US A FLAVOUR by AMV BBDO London for Walkers

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DO US A FLAVOUR

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Industry Confectionery & snacks, Chips
Media Promo & PR
Market United Kingdom
Agency AMV BBDO London
Released August 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PEPSICO
Product/Service: WALKERS CRISPS
Agency: ABBOTT MEAD VICKERS BBDO
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Media placement: TV - National Tv - August 2009
Media placement: Online Media - Walkers Website - August 2009
Media placement: PR - National Newspapers, Tv & Magazines - August 2009
Media placement: Social Media - Facebook - August 2009
Media placement: Press - national Press - August 2009

Describe the objective of the promotion.
Each year, for over fifty years, Walkers have been tantalising the nation’s taste buds with new crisp flavours. But this approach was becoming increasingly less effective. Our brief was to get the British public excited about Walkers’ new flavours again.

Describe how the promotion developed from concept to implementation
Everyone’s got a point of view about what would make a good crisp flavour. So, why not ask them for their own suggestions? Why not let people decide for themselves what the next great Walkers flavour should be? And so “Do us a flavour” was born. The idea was all about flavours and was a testament to Walkers ability to make any flavour people would come up with. It was a massive logistical challenge, only made possible by the scale and bravery of the brand.

Describe the success of the promotion with both client and consumer including some quantifiable results
• Over £1.2 million entries. • Average dwell time on the site was 8min 53 secs. • Over 300 pieces of coverage, with a PR value of £4 million • ‘Do Us a Flavour’ yielded a +15.4% value uplift in base sales

Explain why the method of promotion was most relevant to the product or service
TV and online advertising, along with on-pack and in-store promotions, all pushed consumers to a campaign site, where they were invited to “do us a flavour”. No one could have predicted how it would capture the country’s imagination. From over 1.2 million entries, our panel of judges, led by celebrity chef Heston Blumenthal, had a tough time choosing the six finalists, to be made into Walkers flavours. The nation was then invited to try and vote for their favourite, with the winner taking home £100,000 and 1% profit share of all future sales of the flavour. In the end Builder’s Breakfast won the nation’s heart and went into mass production.