Snackers who are always ahead of the curve when it comes to discovering big, bold, new flavors know Walkers' Do Us a Flavour campaign, and for the first time, it was turned into a TikTok gameshow series.
Earlier this year, thousands of creative ideas were submitted to the brand on the short-form video platform, and as part of this fresh, social-first format, the top selections were judged by an expert panel including Michelin-trained chef, four-time Sunday Times bestseller, and TikTok "Potato Queen" Poppy O'Toole.
Ultimately, two flavors will make it to the Supermarket Showdown, but not before the concepts prove their worthiness in challenges like Can You Canapé?, which tests real foods on the crisp, or Pitch Me Baby One More Time, a Dragons' Den-style final pitch to three expert crisp judges.
What Makes This Trend Stand Out
- Social-first Gameshows
- Brands converting product selection into short-form competitive formats that combine entertainment, community voting, and expert adjudication to accelerate market testing.
- Crowd-sourced Product Innovation
- Mass consumer submissions on platforms like TikTok serving as a rapid, authentic idea pipeline that shortens development cycles and aligns offerings with viral tastes.
- Influencer-integrated Curation
- Celebrity and expert creators embedded in judging and storytelling that confer trust, amplify reach, and shape perceived quality and desirability.
Sectors Adopting This
- Cpg-snacks
- Snack manufacturers confronting a shift toward co-created flavors and performance-tested concepts that can disrupt traditional R&D and go-to-market timing.
- Social Media Platforms
- Short-form video networks evolving into transactional and product-development channels where format-driven shows drive sustained user engagement and commercialization.
- Retail Grocery
- Supermarkets and e-tailers adapting inventory strategies to accommodate viral-labored SKUs and limited-run flavors that influence shelf turnover and promotional planning.
