Walkers teams up with Paramount+ to offer on-pack promotion

To celebrate the launch of Paramount+ in the UK and Ireland, Walkers has partnered with the streaming service by launching limited edition packs across its Walkers MAX, Sensations, Wotsits, Squares, Monster Munch and Quavers ranges, to offer consumers a ‘Mountain of Entertainment’ with a free month-long subscription.

Paramount+ is premiering some of the year’s most highly anticipated titles and a selection of new blockbuster films to viewers in the UK and Ireland – and Walkers’ limited-edition packs will feature designs from some of the most exciting films and series available. Millions of promotional packs of Walkers MAX x Mission Impossible, Walkers Snacks x Star Trek and Walkers Sensations x First Lady will roll out in grocery, convenience and wholesale channels across the UK.

Streaming services are proving popular with consumers, with 68.5% of homes owning one or more streaming subscriptions (BARB). Screen time is the largest snacking occasion with over 50% of the total share of savoury snacking occasions (UK Shape of Demand Study). As such, PepsiCo claims that Walkers is well placed to help retailers tap into snacking occasions like ‘big night in’ and offer customers a wide range of savoury snacking options that can complete the experience.

Jonathan Roberts, Walkers MAX senior brand manager said: “We know that screen time is the largest snacking occasion and as the most loved crisp brand [Nielsen IQ], we are perfectly placed to cater to this demand. Our partnership with Paramount+ is the ideal opportunity for retailers to tap into snacking occasions like ‘big night in’ and increase sales by offering customers a free month-long subscription to the streaming service.”

Joseph Byrne, director, brand partnerships at Paramount+ said: “We are thrilled to be partnering with Walkers as the campaign spotlights some of the best-loved titles and on-screen personalities of Paramount+. Together, we are offering retailers the chance to increase sales and create a draw for audiences in the UK and Ireland.”