The Walkers ‘Do Us A Flavour’ campaign has returned for 2014.

‘Do Us A Flavour’, which challenges the public to create a new flavour for the brand featuring one of six home grown ingredients, runs from January until the overall winner is announced in July.

The overall winner will receive £1m with £10,000 up for grabs for each of the five other finalists.

Pepsico head of field sales Matt Goddard said the promotion will help generate sales for retailers. “Now with the explosion of social media, we anticipate this campaign will be absolutely unmissable,” he said. “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.”

The promotion is being supported by a TV campaign featuring brand ambassador Gary Lineker being bombarded with flavour suggestions by the public.

The first ‘Do Us A Flavour’ campaign ran in 2008 and received 1.2 million entries.