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The challenge Walkers faced was that whilst they were regularly Ireland No.1 crisp in terms of sales they needed to continue to drive more engagement, fun and local relevance to further reinforce their brand credentials.

What remained was both audiences passion for flavours. Like all great ideas, ours began with a simple truth – everyone’s got a point of view about what makes a good crisp flavour. 

The idea was simple: we would have them ‘Do us a Flavour’. 

At first, the nation was encouraged to send in their flavour suggestions.  Then an ‘expert’ panel selected 6 finalists and Walkers would make those flavours. Thirdly, these flavours would be launched, voted on and a winner would be chosen.

A generic 360 degree campaign was created to both promote the concept and showcase the different flavours.  Our objective was to create greater local relevance and engagement  through a full 360 degree campaign involving national media, media partnerships, promotions, digital, PR, experiential etc. 

Better still Walkers offered a £50k prize, (UK & Ireland entries) along with a stake in the business (1% of all future sales of the winning flavour).  To add even greater local relevance we secured an additional prize for the winning Irish entry of €10k.

Backed by a comprehensive online campaign, we targeted younger adults through social networking sites and entertainment sites. We looked at standard formats, MPU’s and video pre-rolls as well as search.

Our online solution consisted of 3 elements:

• Awareness – Displa ads on major Irish sites & Google networks.
• Engagement – Irish Bebo Page / Facebook pages / Permission mail through appropriate partners. 
• Google Adwords – Driving traffic to site

So, we continued with our search, social networking and entertainment sites and well as developing specific Bebo and Facebook profile pages. We streamed flavour ads on key mainstream website (irish independent.ie) around key coverage of the 6 nation’s rugby showcasing the flavours and encouraging voting. 

Results were excellent with Independent research showing significant increases in brand awareness, advertising awareness, consumption, household penetration, and brand affinity  - as three quarters of crisp eaters researched during the campaign claimed that 'Walkers had the best range of flavours'.