Campaign Media Awards 2009: Best Grocery, Soft Drinks and Household Campaign

Title: Walkers 'Do Us A Flavour'
Duration period: August 2008-May 2009
Media agency: OMD UK
Media director: Philippa Glass
Account directors/media planners: Sarah Mcbeath, James Campbell
Creative agency: Abbott Mead Vickers BBDO
Creative director: n/s
Account director: Simon Lamplough
Account planner: n/s
Client: PepsiCo
Brand/product: Walkers crisps
Marketing director: Greg Lyons
Media/brand managers: Thomas Barkholt, Miranda Sambles

Much as we love cheese and onion flavour, growth in the crisps market comes largely from new taste sensations. OMD UK took a very simple idea - the fact that everyone has a point of view about what would make a great crisp flavour - and translated it in to a competition that truly grabbed the nation's imagination: come up with the next Walkers crisps variety. "Do us a flavour" offered a £50,000 prize and the honour of getting your idea turned in to a new flavour. Using everything from the web to a "flavour army" taking the fun to the streets, more than 1.2 million ideas were submitted. The winning idea made national news headlines and the campaign exceeded growth and brand equity targets for Walkers. As the judges noted, this was much more than a simple campaign.