Walkers is working with ITV to capitalise on the ‘big night in’ sharing occasion by giving the nation the chance to win prizes live every Saturday night.
Kicking off from 17 February, top prize winners will be announced during the ad breaks of the UK’s favourite TV shows, including Ant & Dec Saturday Night Takeaway and Britain’s Got Talent. The promotion will be activated across Walkers sharing packs, Mix Ups and Bugles.
The brand will host three advert spots every Saturday night, the first showcasing the headline prize of the week. The second will help to remind consumers to enter their codes. The final spot will announce the week’s top prize winner live on ITV. Prizes include £5,000 cash or a dream holiday for four people, in addition to thousands of others including days out, movie downloads and gift vouchers.
Rachel Holms, senior marketing director at PepsiCo, said: “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.”
Promotional packs rolled out ahead of the first draw on Saturday 17 February, and will be supported by in-store and digital activity. To be entered into the weekly draw, consumers need to buy a sharing pack, either scan the Messenger code or visit walkers.co.uk/winlive and enter the unique code from promotional packs.
The on-pack promotion will run across Walkers core 175g sharing packs (Cheese & Onion, Salt & Vinegar, Ready Salted, Prawn Cocktail), Bugles 110g packs (Cheese, Sour Cream & Black Pepper and Southern Style BBQ) and 120g Mix Ups (Cheese, Spicy and Meaty).