The Walkers Local Taste Icons crisps range is being launched by the brand in the UK to celebrate some local restaurants and highlight their most recognizable dishes. The snack chips come in four flavors including Madras Curry, Thai Green Curry, Fish & Chips and Chicken Burrito, which are inspired by The Radhuni in Edinburgh, Mantra Thai Dining in Newcastle, The Wetherby Whaler and Yucca in London, respectively. The crisps will be launched in five-packs of grab bags as well as £1 price-marked packs, which will be supported by a TV, in-store media, social media and out-of-house marketing campaign.
Walkers Senior Brand Manager at PepsiCo Katherine Cook spoke on the new Walkers Local Taste Icons crisps range saying, "The new limited-edition flavours will help to add excitement to the crisps segment, allowing retailers to offer their shoppers something new and drive sales. We have developed a bespoke in-restaurant point of sale kit to drive passing football to local establishments, digital assets and also worked with independent retailers to provide them with customisable posters to direct their shoppers and staff to their nearest local restaurants. In essence, this campaign will help to bring communities together after a challenging 18 months, giving independent businesses an innovative way of supporting each other."
Restaurant-Inspired Snack Chips
The Walkers Local Taste Icons Crisps Come in Four Flavors
Trend Themes
1. Local Restaurant-inspired Snacks - Opportunity for snack brands to collaborate with local restaurants and offer limited edition, unique flavors inspired by popular dishes that tap into regional food culture.
2. Cross-marketing Partnerships - Opportunity for food and beverage brands and restaurants to collaborate on cross-marketing campaigns, using each other's branding and positioning to increase market share.
3. Hyper-localized Marketing - Opportunity for food and beverage brands to tap into regional pride and cultural identity by designing marketing campaigns that highlight local flavors and community-based partnerships.
Industry Implications
1. Snack Foods - Snack food brands can innovate by partnering with local restaurants to create unique and flavor-forward products that tap into regional food cultures and local tastes.
2. Restaurant - Restaurants can leverage their local popularity and cultural appeal by partnering with snack food brands on limited edition products, cross-promoting each other on social media and other advertising platforms.
3. Marketing and Advertising - Marketing and advertising firms can work together with food and beverage brands to create localized marketing campaigns that tap into regional pride and cultural identity, driving brand recognition and loyalty.