Walkers is offering a huge £1m prize in the 2014 version of its ‘Do Us A Flavour’ campaign. The competition, which invites consumers to create a new flavour of Walkers crisps using one of its home grown ingredients is set to be the biggest ever on-pack promotion from Walkers, netting the winner a £1m prize and five finalists a further £10,000 each.
There were 1.2 million entries to the original 2008 ‘Do Us A Flavour’ competition and with a much bigger prize on offer, along with today’s much higher engagement in social media, the 2014 activity is set to generate unprecedented levels of consumer engagement. Promotional packs will be available from January, supported in-store, online and on TV presenting retailers with a huge sales opportunity.
Some things are even better the second time around, and that’s definitely our intention with Do Us A Flavour,” comments Matt Goddard, Head of Field Sales, PepsiCo. “Walkers has become synonymous with taste and flavour combinations and when we first launched Do Us A Flavour in 2008, we had over a million entries. Now with the explosion of social media, we anticipate this campaign will be absolutely unmissable. To maximise the huge investment we are putting behind it retailers should stock up on our core range in both standard and grab bag sizes, and use impactful secondary sitings in high footfall areas in store.”
Walkers will be on air from mid-January with a humorous new TV campaign to support the competition that shows brand ambassador Gary Lineker being bombarded with flavour suggestions as the public get creative in a bid to win £1m.
