WALKERS crisps has launched what’s said to be its biggest on-pack promotion to date in a bid to boost impulse sales of its snacks.
The push will highlight the brand’s use of home-grown ingredients across its main range. The ‘Gary’s Great Ingredient Hunt’ campaign, which once again uses former footballer turned sports presenter Gary Lineker as its star, will feature the brand’s greatest use of digital media activity so far.
Along with substantial TV advertising the wider campaign will involve social media communications designed to encourage interaction with consumers. An online game will give people the chance to help Lineker find the home-grown ingredients, introduced to the Walkers main range earlier this year.
The company says all marked packs are guaranteed to win, with purchasers having the chance to get free crisps, discounts on days out or cash prizes up to £10,000.
A prize voucher is sent straight to winners’ mobile phones. Prizes can be redeemed through retailers across the UK who have Paypoint, Payzone or ePay services and the voucher software will direct the winner to the nearest suitable outlet in a bid to boost footfall at the stores.