Campaign Media Awards 2009: Best Total Communications Programme

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

Walkers is famous for its television campaigns. But, just as the creative strategy for "do us a flavour" - the competition to come up with a new Walkers crisp flavour - was different, so was the approach to media. OMD UK's media plan covered all bases - online news, online community sites where debate was encouraged, Facebook, radio and even a "flavour army", inspiring people to enter by appearing at outdoor events. This continued as the six finalists were revealed, gathering grass roots support for each of their flavours. Judges were impressed by the commitment Walkers showed to its campaign, and consumers were inspired, submitting more than 1.2 million flavour suggestions.