The latest campaign from Splendid Communications sees Walkers supporting thousands of local restaurants with the roll out of its new Walkers ‘Taste Icons’ range. To create the range, the crisp brand selected four local community hero restaurants from around the UK – all with different cuisines – and turned their most popular dishes into limited-edition flavours. The multi-channel campaign aims to pump £2 million* back into local communities after a tough year or so, with each bag offering diners £5 off the bill at thousands of participating local restaurants.
Available from the 9th August, the four new flavours include: the fragrant Madras Curry inspired by The Radhuni in Edinburgh; classic and crispy Fish and Chips from Yorkshire-based Wetherby Whaler; creamy Thai Green Curry with a hint of zingy spice from Mantra Thai Dining in Newcastle; and flavoursome Chicken Burrito from Yucca in London.
The integrated campaign sees Splendid Communications spearheading the earned media approach. VCCP has created the TVC and ATL advertising, which rolls out from 10th September. OMD UK has handled media planning and buying.
Katherine Cook, Senior Brand Manager at Walkers said: “Over the past 18 months, we have seen that, no matter what, local restaurants have been there for us as a nation. This year, Walkers is supporting and celebrating local restaurants by re-creating the delicious dishes of four much-loved local restaurants on our crisps and telling their iconic stories on our packs. We chose a multi-channel approach to really spread the news of the launch, ignite Brits’ excitement to try the new flavours, and encourage as many people as possible to take up the £5 off deal – after all, no matter what life throws our way, our local restaurants are always there for us and at Walkers we are proud to be able to give back to local businesses.”
Alec Samways, CEO of Splendid Communications said: “Like many, I have relied on my local restaurants a lot over the past year, from ordering takeaways to spice up a dull lockdown evening, or enjoying them in person when they were open last summer. There’s no doubt that local restaurants have been impacted, so I’m pleased to be working with Walkers on a campaign that gives back and can have a tangible impact on the smaller businesses that need it most.”
With 3,000** restaurants to choose from and all within five miles of every crisp-lover, Walkers is aiming to help crisp-lovers give back and support their favourite local eateries which have played such a vital role in everyone’s lives over the past year or so.
Source: Splendid Communications