Walkers and Heinz are teaming up to launch six new limited-edition sandwich-themed crisps flavours this summer.
The Walkers sarnie range contains Cheese Toastie & Worcester Sauce, Bacon & Tomato Ketchup, Sausage & Brown Sauce, Ham & Mustard, Roast Chicken & Mayonnaise and Cheese, Cucumber & Salad Cream in 40g singles and multipacks.
The Walkers sandwich flavours promotion will be backed by an on-pack promotion with the strapline ‘go barmy for a sarnie’ from August 8. The packs contain a code that shoppers can enter online to find out if they are a winner.
The promotion will give customers the chance to win £10,000 every week for 11 weeks. The campaign also includes TV advertising, as well as PR, digital and social media activity.
Thomas Barkholt, marketing director at PepsiCo, says: “We know consumers love our flavour campaigns and retailers benefit from the buzz which they generate.”
The activity follows the brand’s ‘bring it back’ campaign last year, which encouraged consumers to vote on which nostalgic flavour to bring back.
The 10-week campaign received more than 1.35 million votes and attracted more than £13m in sales.