# Songstress-Starring Snack Campaigns The New Walkers On-pack Promotion Features Mariah Carey By Michael Hemsworth | Published 2019-10-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/onpack-promotion References: [conveniencestore](https://www.conveniencestore.co.uk/products/walkers-unveils-christmas-campaign-with-mariah-carey/598849.article) & [walkers](http://www.walkers.co.uk/christmas) The new Walkers Christmas on-pack promotion has been unveiled by the brand in the UK with a familiar celebrity face to help encourage consumers to pick up a snack for a chance to win great prizes. The campaign stars singer Mariah Carey and, in addition to being front and center on the snack packaging, will also be the focal point of a new TV ad that will being airing in November. The Walkers Christmas on-pack promotion will give consumers a chance to win a range of products including designer headphones, video game consoles, festive socks and even cash. Walkers Head of Marketing at [PepsiCo](https://www.trendhunter.com/trends/walkers-campaign) Wayne Newton commented on the new promotion saying, "The festive season is the biggest sales opportunity of the year, particularly for the [savoury snacks category](https://www.trendhunter.com/trends/seasonal-assortment), worth £645m and growing at 6.5% year on year ([Nielsen](https://www.trendhunter.com/trends/cadbury-wispa-gold-hazelnut), Salty category, Total UK sales, w/e 05.01.19, Excluding ROI). The new on-pack promotion will help retailers cut-through during the largest sales period of the year and will attract shoppers with over 3,500 must-have prizes up for grabs, from a brand they can trust.” ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 28% | Activity: 36% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Celebrity-endorsed Promotions:** Incorporate popular celebrities in on-pack promotions or advertisements to increase brand recognition and customer engagement. - **Multi-prize Giveaways:** Provide consumers with multiple opportunities to win a range of prizes to increase excitement and incentivize product purchases. - **Holiday Savory Snack Sales:** Leverage the high sales potential of the holiday season to boost sales and attract customers to snack products for unique festive promotions and packaging. ### Who This Affects Most - **Food and Beverage:** Incorporate celebrity endorsements and multi-prize giveaways in food and beverage marketing and packaging to increase customer engagement and sales. - **Marketing and Advertising:** Develop engaging on-pack promotions and advertisements for consumer packaged goods that utilize celebrity endorsements and creative incentives to drive sales during high-volume sales periods. - **Retail:** Incorporate unique festive promotions, like limited-time packaging and multi-prize giveaways, in retail stores to increase foot traffic and sales during high-volume sales periods like the holidays. ## Related on Trend Hunter - [Limited-Edition Seasonal Snack Chips](https://www.trendhunter.com/trends/walkers-sensations-snacks.md) - [Festively Flavored Snack Chips](https://www.trendhunter.com/trends/walkers-crisps-flavors.md) - [Permissible Snack Brand Campaigns](https://www.trendhunter.com/trends/walkers-campaign.md) - [Holiday-Flavored Snack Chips](https://www.trendhunter.com/trends/pepsico-christmas-snacks.md) - [Complimentary Streaming Snack Promotions](https://www.trendhunter.com/trends/walkers-promotion.md) - [Romantic Snack Chip Campaigns](https://www.trendhunter.com/trends/heart-shaped-crisp.md) - [Nostalgic Seasonal Snack Campaigns](https://www.trendhunter.com/trends/tyrrells-campaign.md) - [Holiday Mental Health Campaigns](https://www.trendhunter.com/trends/walkers-mental-health-awareness-campaign.md) - [Celebratory Musical Snack Campaigns](https://www.trendhunter.com/trends/butterkist-wicked-promotion.md)