New pack design for Walkers to highlight its natural ingredients

Walkers is about to launch a new campaign highlighting its crisps’ provenance and natural ingredients, and will also be redesigning the packaging and introducing new flavours.

The pound;7.5m TV, national press and outdoor advertising campaign will start on August 1 and will reveal that all of Walkers Crisps’ potatoes are now sourced from British Farms with the strapline “100% Great British potatoes, 100% Great British crisps”.

The new pack design makes the potato the focus, and lightens the colour scheme. The Carbon Trust carbon reduction label, which was recently introduced on Cheese Onion flavour packs, will also be rolled out across the entire range.

Worcester Sauce flavour crisps are being re-introduced, following what marketing vice president Jon Goldstone described as a “customer backlash” when they were withdrawn in 2005, and a new flavour, Cajun Spice in being introduced.

Three flavours – Cheddar Cheese, Spicy Chilli and Lamb Mint – are being phased out, although the Cheddar Cheese multi-pack will be retained.

contact: 0118 930 6666

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