Walkers relaunches Brit Trips with Gary Lineker

by James Quilter, Promotions & Incentives 11-May-09, 07:30

LONDON - Walkers is planning to follow up its 'Do us a flavour' promotion with a re-run of last year's Brit Trips campaign.

The new promotion will be re-branded Gary's Great Trips and allows purchasers of Walkers crisps to redeem on-pack points for discounts on days out in the UK.

As with the Brit Trips campaign, as microsite has been created where consumers can redeem points, by entering a unique on-pack code, and pick trips. The campaign was created by The Big Kick.

Updates include the ability to bid for 'VIP' trips, including international rugby tickets, special passes to the V-Festival and the World Touring Car championships.

The decision to involve Walkers brand ambassador Gary Lineker marks a further evolution of the campaign. On the Brit Trips push Lineker's only involvement was with the TV advertising support.

Brit Trips marked a return to sales promotion for Walkers, whose last on-pack promotion was in 2005. Arguably the use of discounts on days out around the UK spawned numerous imitators in this year's series of FMCG promotions.