Skip to content
Search
AI Powered
Latest Stories

Walkers: chance to win free lunch with on-pack promo

Walkers: chance to win free lunch with on-pack promo

Walkers is again celebrating the nation's love of crisps and sandwiches at lunchtime with the launch of its latest campaign, which aims to help retailers drive sales by offering thousands of consumers the opportunity to win a free lunch every minute between 12-2pm.

The new on-pack promotion will run from 1 May until 25 June, during the peak lunch hours of 12pm to 2pm. This is one of Walkers’ biggest promotions to date with 33 SKUs included across Walkers sub-brands, including the Walkers Core range, Walkers 45 per cent Less Salt, Walkers Baked, Quavers, Wotsits, Monster Munch and Squares.


To support and drive widespread awareness of the free lunch offer, Walkers is also bringing back its iconic #CrispIN or #CrispOUT campaign, which asks consumers whether they prefer their lunchtime sandwich with crisps inside them, or as an accompaniment. This year the debate will be taken to a whole new level through the introduction of even more varieties of crisps; Walkers will be provoking the nation by asking whether they remain #Crispin or #Crispout when it comes to Wotsits, Monster Munch and Quavers: is their inclusion in a sandwich too tempting to resist, or one step too far? The campaign will bring this to life with a revamped TV advert running from 8 May.

The lunch occasion is the number-one snacking moment for crisps during the day and also the number-one consumption moment for Walkers, highlighting the value of lunchtime crisp sales for retailers. Walkers aims to assist retailers in improving their sales of crisps over lunchtime by making crisps & sandwiches (the number one meal eaten at lunchtime), inseparable in shoppers minds.

There is a clear frequency opportunity to go after: whilst 68 per cent of Brits enjoy the occasional bag of crisps with their sandwiches, only one in seven do so in out-of-home lunch sandwich occasions and one in ten in-home sandwich occasions contain crisps. By positioning Walkers crisps as the delicious sandwich accompaniment via the on-pack promotion and high impact campaign, the brand will drive frequency of sales and cement Walkers as an essential part of lunch.

“Lunch is the number one snacking moment across the day and therefore a key opportunity for retailers," said Philippa Pennington, Walkers Senior Brand Marketing Manager at PepsiCo. "By offering customers the chance to win a free lunch every minute between 12pm and 2pm, we are aiming to help retailers tap into the opportunity available within the lunch occasion.

“By bringing back our #CrispIN or #CrispOUT campaign, we will reignite the hotly contested debate on whether crisps belong in a sandwich, and by including the wider Walkers snacks portfolio in the campaign we spark conversation amongst consumers and inspire a whole new world of crisp and sandwich combinations.”

The competition will run from 1 May until 25 June, with the revamped #CrispIN or #CrispOUT advert airing on TV from 8 May. The campaign will be supported by in-store marketing, digital, influencer and PR activity.

More for you

OREO partners with upcoming A MINECRAFT MOVIE for fun and prizes

OREO partners with upcoming A MINECRAFT MOVIE for fun and prizes

OREO is launching a one-of-a-kind partnership with the hotly anticipated A MINECRAFT MOVIE, in cinemas April 4.

The cookie brand has come together with the movie, set in a world where creativity is essential to one’s survival, to encourage fans to taste, play, win – serving up OREO’s most playful snacking experience to date, with money-can’t-buy prizes on offer.

Keep ReadingShow less
Feeling good shouldn’t be flavourless: new Fibre One campaign launches

Feeling good shouldn’t be flavourless: new Fibre One campaign launches

Weight wellness snack brand, Fibre One, has started the new year with a bang with its latest campaign and brand visual overhaul, “Your Treat Should Treat You Better”.

Fronted by the pleasure-full (but still 90 calories) indulgence of Fibre One’s Chocolate Fudge Brownies, the new campaign tells shoppers that, when temptation strikes, they can treat themselves without compromise. With bold, illustrated imagery and impactful messaging, it empowers consumers to find their main character energy, backed by the ethos: life’s too short for flavourless sacrifices and bland snacks.

Keep ReadingShow less
Walkers on-pack lunch promo returns: ‘Win Lunch Every Day for a Year’

Walkers on-pack lunch promo returns: ‘Win Lunch Every Day for a Year’

Walkers is bringing back its popular lunch campaign for the fifth year running with an on-pack promotion for shoppers to get their teeth into. Running from 20 January to 30 March, the promotion will be across Walkers Core, Walkers 45 per cent Less Salt and Walkers Baked ranges, as part of its commitment to make lunchtime even more enjoyable. The chance to win one of 121 daily prizes every day* spans across 45g grab bags, 32.5g standard packs, 70g PMPs, 6 pack SMP and 20 pack D2C - so whether shoppers are stocking up in advance, or grabbing a meal deal to go, they can take advantage of this tasty opportunity.

Sandwiches remain the top pick for lunchtime, with 50 per cent of people sticking to the same sandwich every day. A synonymous pairing, this promotion offers an even stronger incentive for shoppers to choose Walkers as their lunchtime accompaniment. With a total of 8,470 prizes throughout the promotional period up for grabs, there is plenty to play for, including a chance to win free lunch every day for a year. By stocking Walkers crisps, retailers can encourage shoppers to increase basket spend and drive repeat purchases as they return to try their luck at winning.

Keep ReadingShow less
Fortitude Drinks UK secures exclusive distribution rights for Pampero

Fortitude Drinks UK secures exclusive distribution rights for Pampero

Fortitude Drinks UK today (22) announces that it has been awarded the exclusive distribution rights for Pampero, the renowned Venezuelan rum brand, in the United Kingdom.

This partnership supports Fortitude Drinks' commitment to bringing world-class spirits to UK consumers and trade partners.

Keep ReadingShow less
Leerdammer launches ‘Deliciously Different’ TV ad

Leerdammer launches ‘Deliciously Different’ TV ad

Natural cheese slice brand Leerdammer will launch its new “Incognito” TV advertising campaign on 20 January – aiming to drive memorability with consumers by tapping into the brand’s “Deliciously Different” positioning and comedic tone of voice.

Based on the insight that Leerdammer’s mild and nutty flavour profile is truly irresistible, keeping consumers coming back time and time again, the ad sees a shopper returning to a supermarket sampling counter ‘incognito’ in various disguises, to enjoy multiple tastes of the cheese.

Keep ReadingShow less