Campaign Media Awards 2009: Campaign Gold Award - Media Campaign of the Year

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 showed a truly innovative way of delivering a very simple promotional mechanic that could be used to extend its presence in-store well beyond the traditional four-week window. By harnessing the trend of consumer voting, it was able to enthuse the wider population to promote the activity through the 'develop a flavour' competition and then the 'vote for your favourite' mechanics. Cleverly using each flavour to develop its own manifesto allowed Walkers to publicise the activity and generate coverage that helped it stand out from the crowd.

"Clearly, the activity required broader support from across the business from new product development, marketing, logistics and sales, thus demonstrating how a strong property can affect the whole organisation. It is a strong example of how a well-planned and executed activity can secure trade execution and theatre through all routes to market. It was a genuinely well-presented case that understood the basic desire of consumers to want to interact and have fun with a brand that is part of their everyday lives. It brought noise and excitement to the category and ended with some fantastic results."

Ian Armstrong, manager - customer communications, Honda (UK)