Walkers has announced English Roast Beef & Yorkshire Pudding as the winner of its Walkers Flavour Cup campaign, the world’s first ever ‘crisp tournament’.
The Sunday lunch flavour gained more than one hundred and thirty nine thousand fans online, making up twenty per cent of the total entries, and will now be available as a permanent line.
Flavour Cup has been Walkers’ biggest ever flavour promotion, and has performed exceptionally well in both grocery and impulse, growing value share in both channels.
Sales matched seventy five per cent of Do Us a Flavour sales in the first week, and by the end of the campaign will have outsold last year’s promotion by almost fifty per cent.
Walkers were impressed with how well consumers engaged with the promotion; more than six hundred and fifty thousand Flavour Fans registered online and Walkers received more than seven thousand entries to the Superfan competition.
English Roast Beef & Yorkshire Pudding has been the best selling flavour, closely followed by American Cheeseburger.
American Cheeseburger was also the closest runner-up in terms of fans, with twelve per cent of the vote, followed by Japanese Teriyaki Chicken (8%) and French Garlic Baguette (7%).
Ian Ellington, General Manager for Walkers said:
“We are delighted to see so many people take part in the Walkers Flavour Cup and get behind their favourite flavour.
Despite events on the pitch, the British public have certainly remained loyal to their country and have really shown their love for Walkers this summer!”
8 of the exciting new Walkers Flavour Cup flavours were available as singles and in multipack formats, including:
• English Roast Beef & Yorkshire Pudding
• Argentinean Flame Grilled Steak
• Japanese Teriyaki Chicken
• French Garlic Baguette
• Dutch Edam Cheese
• American Cheeseburger
• Brazilian Salsa
• German Bratwurst Sausage
A further seven flavours were available in multipacks only:
• Italian Spaghetti Bolognese
• South African Sweet Chutney
• Australian BBQ Kangaroo
• Spanish Chicken Paella
• Irish Stew
• Welsh Rarebit
• Scottish Haggis
There were also four variety 6 packs featuring flavours from each region:
• Americas United
Argentinean Flame Grilled Steak, Brazilian Salsa, American Cheeseburger
• Northern Europe
English Roast Beef and Yorkshire Pudding, Dutch Edam Cheese, German
• Worldwide Wanderers
Japanese Teriyaki Chicken, South African Sweet Chutney, Australian BBQ
• Southern Europe
Italian Spaghetti Bolognese, Spanish Chicken Paella, French Garlic Baguette
The Walkers Flavour Cup encouraged consumers to support their favourite flavour online or to go further and show how passionate a flavour fan they were by uploading a short video or photo to become their flavour’s Superfan.
The best weekly winners have received one thousand pounds, and now the competition has closed for the final Superfans,
one from each of the fifteen flavours will win ten thousand pounds.