Walkers has kicked off a new promotion dubbed ‘What’s That Flavour?’ and dedicated to the launch of three new flavours, inspired by much-loved British ingredients and recipes. The brand encourages the British consumers to try and guess the flavours for a chance to be entered into a draw in case they manage to identify each of the three new names correctly (so far they are Mystery Flavour A, B or C), and walk away with £50,000.

Photo: A snapshot from the www.walkers-crisps.co.uk, The ‘What’s That Flavour’ campaign

“The nation has never been more interested in food and flavour and at Walkers, we love flavours too. We’ve spent months perfecting these mystery flavours, which we hope will really spark a nationwide flavour conversation,” commented Miranda Sambles, Marketing Director at Walkers. The flavours will be revealed on March 12, and until March 9 the nation is invited to submit their guesses to www.walkers.co.uk or www.facebook.com/walkers—visitors to these online destinations will be able to view the entries made by others (‘Feta cheese & raw onion,’ ‘Sausage & Paprika,’ or ‘Sausage and onion gravy’ are among the current guesses).

The brand will help the nation by posting clues on its Facebook page later this month. In addition to this, today, January 23, Walkers releases the limited edition packs of Mystery Flavours A, B, and C with some of the basic ingredients featured on the pack. The brand has also developed a promotion on TV starring former English footballer Gary Lineker, who first appeared in the brand’s commercial in 1995 and last week signed a new 3-year deal with Walkers.

This marketing push builds on the brands old tradition to incorporate crisps flavor into the promotions. In 2010, Walkers kicked off its Flavour Cup campaign, and in 2008-2009 it was rolling out the ‘Do us a flavor’ crowd-sourcing project, calling the public to invent ‘The next big flavour.’