Walkers has joined up with Heinz to launch six limited-edition sandwich-inspired crisp flavours.
The range includes Bacon & Tomato Ketchup, Cheese Toastie & Worcester Sauce, Sausage & Brown Sauce, Ham & Mustard, Roast Chicken & Mayonnaise and Cheese, Cucumber & Salad Cream.
The latest on-pack promotion, Go Barmy for a Sarnie, will give consumers the chance to win £10,000 every week, as well as ‘sarnie'-themed prizes and free crisps.
Walkers hopes the new flavours will drive frequency and incremental sales in the lunchtime category.
Ayman Nasreldin, director of out of home at Walkers parent company PepsiCo, commented: "We know consumers enjoy our flavour campaigns and out of home outlets benefit enormously from the buzz they generate. Crisps are a regular feature at lunchtime for many people, so we came up with a concept that would incorporate the great taste of their favourite sandwiches in crisp format.
"Last year, Bring it Back received over 1.35 million votes and generated over £13 million in sales in just 10 weeks. We are confident that this campaign will really capture consumers' interest, stimulate demand and help to drive sales especially as Go Barmy For A Sarnie tested extremely well, outperforming key performance measures and rating among the most popular Walkers promotional initiatives ever."
Chris Isaac, brand manager at Heinz Tomato Ketchup, added: "Our brands are perfect partners for sandwiches. We're thrilled to be teaming up with Walkers and excited to see our sauces available in a crisp sandwich format. We're sure this promotion will be a great success."
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