Stage 1. Inviting flavour ideas:To generate entries, our approach was to “fuel flavour debate” through carefully choreographed channels: • TV– joint viewing moments got people discussing their flavours.• Online - rich media in community sites spread the word.• Experiential – A ‘Flavour Army’ created excitement at public events, with content also hosted on Facebook.• Radio promotions - DJs got involved, spreading buzz wider.As debate ignited across the nation, entries skyrocketed. Stage 2. Getting the public to vote for a winner:Our strategy was inspired by recent political campaigns: ‘a Flavour Election’.First, a 60“ TV campaign introduced ‘the candidates’, before individual flavour ‘broadcasts’ (20” spots) rallied support for each.

Rich online and mobile advertising for each flavour encouraged people to vote, while finalists ‘rallied’ support through communities.Tying ‘the election’ together, we filmed and broadcast the ‘campaign trail’ in a series aired on Yahoo TV.

The results to date are staggering: With 1,213,853 entries in stage 1, at its peak the website was handling 156 entries per second! Walkers.co.uk became the fastest growing website in the UK, with consumers spending an average of 8 minutes 53 seconds there.

Despite there being over a month of voting left in stage 2, we have received 750,000 votes. We hope to reach 1.6m. Better still, brand equity measures are up 6%, and with over £4.7m PR, clearly the nation loves Walkers again.Finally, we have smashed our 5% sales growth target, delivering a whopping 14%!