Walkers, the UK’s biggest selling savoury snacking brand, has teamed up with ITV to capitalise on the Saturday ‘big night in’ sharing occasion by offering consumers the chance to win prizes live every Saturday night.
The brand will host three advert spots every Saturday night for 16 weeks. The first ad slot will showcase the headline prize of the week. The second will help to remind consumers to scan or enter their codes, which they can find on promotional sharing packs of Walkers crisps and Bugles. The final spot will announce the week’s top prize winner live on ITV to a captive audience.
Promotional packs will be supported by in-store and digital activity. To be entered into the weekly draw, consumers need to buy a sharing pack and either scan the Facebook Messenger code or visit walkers.co.uk/winlive and enter the unique code from their pack.
The promotion, which kicked off on February 17th, is offering Tier One prizes including: seven night holidays for four people to destinations including Orlando, New York, Cape Town, Nice, Create Majorca and Tenerife; £5,000 in cash; or a Suzuki Vitara car.
Tier Two prizes include lastminute.com voucher codes, Rakuten credit which can be used to download music or films, family return tickets on Virgin Rail, Virgin Experience giftcards, Game giftcards, Walkers merchandise goody bags, board games, Thorpe Park tickets and Zipworld family packages.
Finally, one in 10 entrants every week will win a voucher for a free Walkers sharing pack.
Tier One prize winners will be announced during the ad breaks of popular ITV Saturday Night shows, including Ant & Dec’s Saturday Night Takeaway and Britain’s Got Talent. The promotion will be activated across Walkers sharing packs, Mix Ups and Bugles.
Walkers says combining Walkers sharing packs, Mix Ups and Bugles together in one campaign will help to drive awareness of the brand’s sharing portfolio, at a time when sharing occasions are experiencing +17% growth. It claims that spend on Walkers sharing bags, Mix Ups and Bugles is growing at +20.7%.
Rachel Holms, Senior Marketing Director at PepsiCo, comments: “We’re delighted to launch this campaign on our popular sharing range, supporting some of ITV’s most iconic entertainment shows. We are the first brand in the UK to utilise Messenger codes on-pack for competition entry and this is also the first time we have announced winners live on TV. We’re confident that these initiatives will drive mass participation and excitement with consumers. Our TV adverts every Saturday night will be unmissable and the prizes will mean people won’t want to miss out.”
The Walkers brand is owned by PepsiCo.