Walkers wants to show it is "listening to consumers" as it joins forces with KFC to launch of a major campaign bringing the two brands' "distinctive assets" together for the first time.
It is the latest partnership in Walkers' 'Taste Icons' campaign, which since launching in 2020 has driven sales and generated the "highest increase in brand equity" in five years, according to Walkers' senior marketing director Fernando Kahane.
Speaking to Marketing Week, he admits in the past the company has not always acted on consumer demands but this changed when it launched the restaurant collaboration campaign.
“The whole point of the strategy was to listen to consumers. I think we talk a lot about how we need to listen to consumers more and put them at the centre of everything we do but, to be honest, a lot of times we don't act,” admits Kahane.