Walkers has teamed up with Lea & Perrins and Heinz to revive its Worcester Sauce and Tomato Ketchup crisps.
Each pack “prominently” features either a graphic of a bottle of Lea & Perrins Worcester Sauce or a bottle of Heinz Tomato Ketchup, with the aim of making them “unmissable in store”.
They have rolled into grocery, impulse and wholesale channels in 45g grab bags (rsp: £1.10), 70g price-marked packs (rsp: £1.25) and multipacks (rsp: £2/6x25g).
Walkers axed its Worcester Sauce variant two years ago, but returned it to shelves earlier this month via a limited drop in one newsagent in the condiment’s home city.
Shoppers queued up outside Charlie’s Convenience Store for a chance to get their hands on one of the sought-after packs, and were limited to buying one each.
One Worcester Sauce crisps superfan, Katie Barnes from Kent, claimed to have taken the day off work and travelled over 150 miles to “secure the goods”.
Meanwhile, fans of the crisps who couldn’t make it to Worcester took to Walkers’ Instagram page to demand a nationwide release.
“We knew from the unprecedented reaction that we needed to bring the iconic flavour back to stores nationwide,” said Walkers senior marketing manager Irina Panescu.
“We are thrilled to be answering the demands of shoppers with the return of our Worcester Sauce flavoured crisps, working with Lea & Perrins to deliver our best taste yet.
“By working alongside another powerhouse in Heinz, these collaborations will attract new shoppers looking to try something different,” Panescu added.
“These kinds of tie-ups are a great way to create excitement and drive footfall, giving shoppers the chance to enjoy a collision of some of their favourite flavours.”
The launch coincides with Walkers’ #goallcrispin campaign, live now across TV, shopper, digital, social and PR activity.
It comes after Walkers teamed up with Heinz in August to create three limited-edition sandwich-inspired crisp flavours: Sausage Sarnie with Tomato Ketchup, Cheese Toastie with Baked Beanz, and Roast Chicken with Mayonnaise.
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