Walkers launched 3 new mystery flavours inspired by tastes, ingredients and recipes loved throughout the UK. The ad shows how Walkers have got the nation guessing. Gary Lineker, Chloe and Joey Essex from TOWIE, even The Wanted have joined the taste debate. It’s set to the sound of Craig David’s 2008 hit, ‘What’s your Flava?’ and the music has been created by YouTube phenomenon Swede Mason.

We knew that people were intrinsically curious about flavour and the topic generated conversation, debate and opinion. We launched with an experiential PR event for key influencers to generate buzz. We then toured the UK filming real guesses from the public to create our TV, radio and online display campaigns. These guesses stimulated the national flavour debate in which social media (namely Twitter, Facebook and YouTube) played a huge role. As the flavour conversation continued, we created peaks of interest by dropping clues in different media. The programme culminated with a national reveal which was covered by national press.

Sales wise for the Walkers, the promotional was hugely successfully achieving over £5.6m value sales in 8 weeks. We achieved over 790,000 flavour guesses within the period, had over 1.7m visits to the Walkers website and accumulated over 100,000 new Facebook fans. The YouTube homepage takeover and the Twitter takeover were two of the most successful engagement pieces for Google and Twitter respectively in the UK. The brand’s buzz metric reached its highest point in the past number of years. Overall, the ‘What’s that Flavour’ campaign was the most successful consumer engagement promotion in its history.