Walkers briefs agency on flavour search

PR Week UK 06-Aug-08, 16:29

Walkers Snacks has asked experiential outfit Not Actual Size to create a 'voting frenzy' around its competition to find a new crisps flavour.

The PepsiCo-owned snack brand has asked the public for ideas for a new crisps flavour. A £50,000 prize is up for grabs.

A judging panel including celebrity chef Heston Blumenthal (of The Fat Duck) will pick six flavours to go on sale next January for a trial period.

The public will then be asked to vote for their favourite flavour and the winner will be announced in May.

Not Actual Size is planning to visit key UK cities and create buzz on the streets with activities inspired by different flavours. The account, believed to be worth six figures, was won after a competitive pitch. It apparently ended in a two-way shoot-out with OMD Fuse.

‘Do Us A Flavour', an ad campaign fronted by Gary Lineker, breaks on Monday. Freud Communications, PepsiCo's retained agency, will also handle media for the campaign.