Walkers is seemingly bowing to pressure from so-called “superfans” by kicking off a new campaign to hail the nationwide return of Walkers Worcester Sauce flavour crisps, originally withdrawn in 2023.
The integrated campaign, devised by VCCP and Good Relations, follows an initial announcement that the Lea & Perrins favourites were coming back but were only available in Worcester, at a single corner shop.
The announcement turned the town purple as a giant six-metre crisp pack floated down the River Severn past Worcester Cathedral. The city was plastered with mobile billboards, ad-vans, bikes, beer mats and screens and all directing people to Charlie’s Convience Store – the only place in the world selling the flavour.
As “superfans” flocked to Worcester from as far afield as Glasgow and Derbyshire, Walkers partnered with LadBible to capture the public reaction, testing their ability to pronounce the notoriously tricky town name. The world’s media descended on Worcester with BBC News reporting on the phenomenon while bags were changing hands for more than £100 on eBay.
Due to the response from the public and the enduring popularity of the flavour, Walkers has announced that a national rollout is now on the way in a campaign on Meta, Instagram, and TikTok.
Both the initial limited launch and nationwide rollout were developed in partnership with VCCP’s global content creation studio, Girl&Bear; Sips & Bites for organic social; Dept for influencer activations; Good Relations for PR; and OMD for media planning and buying.
Walkers senior marketing lead Irina Panescu said: “Worcester Sauce flavour crisps have been a fan favourite for years, and we’ve seen overwhelming demand for their return. By making Worcester the heart of this launch, we’re not just bringing the flavour back, we’re making it bigger, bolder, and even more Worcestershire-y.”
VCCP executive creative director Mark Orbine added: “This campaign is all about relaunching Worcester sauce flavour crisps in an iconic way to reignite the nation’s love.
“By transforming Worcester into the ultimate crisp destination, we’re creating an unmissable story that taps into scarcity, humour, and national pride. Walkers have always been at the heart of British snacking, and we’re thrilled to help bring this beloved flavour back in such a unique way.”
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