Walkers has created a limited-edition fish and chips flavour crisps inspired by popular Leeds chippy Wetherby Whaler.
Part of a line-up of four flavours inspired by the UK’s best-loved local restaurant dishes, the new limited-edition Local Taste Icons also includes Madras Curry, Thai Green Curry and Chicken Burrito flavours.
The Wetherby Whaler owns six fish and chip restaurants in Yorkshire, including Guiseley, the original premises of Harry Ramsden, and the Empire Drive-Thru in Wakefield.
On being the inspiration for the fish and chips flavour, Caroline Murphy, director at The Wetherby Whaler, comments: “We believe that good, honest British food brings people together. Grown from humble beginnings over 50 years ago as a single shop, today the Wetherby Whaler family still put our hearts and souls into every portion of fish and chips, sustainably sourcing the best ingredients cooked in our traditional way. Serving communities across Yorkshire and beyond, from our home to yours.”
A supporting on-pack promotion offering a £5 discount at participating restaurants also aims to drive footfall to local establishments and help pump over £2m* back into the hospitality industry.
Every packet of Walkers Local Taste Icons directs shoppers to walkers.co.uk/local where they can search for their local restaurant and claim £5 off using a QR code voucher.
Katherine Cook, Walkers senior brand manager at PepsiCo, states: “The past year has presented several challenges for the hospitality sector and there has been an incredible surge in consumers’ passion for giving back to their communities and supporting small businesses, with 65% of Brits shopping more locally and planning to continue doing so.
“Local businesses have always been there to help out, especially during the pandemic as we have seen retailers and operators coordinate home deliveries and donations to help those in need.
“We’re proud to support the hospitality industry, not only by promoting four local restaurant owners on our packs and re-creating their delicious dishes on our crisps, but also by giving money back to shoppers."
As part of the campaign Walkers has developed a bespoke in-restaurant point of sale kit to drive passing football to local establishments, digital assets and also worked with independent retailers to provide them with customisable posters to direct their shoppers and staff to their nearest local restaurants.
The launch will also be supported with a TV campaign airing across September and October as well as digital communications and out-of-home advertising.
Walkers Fish & Chips crisps are available in 5x25g multipacks, grab bags, £1 price marked packs and singles.