DIARY: ICE TO ESKIMOS - Walkers couldn’t turn down the Telegraph’s Lineker link

Last year’s World Cup was approaching and the Telegraph’s Helen Slater spotted an opportunity to exploit the link between Sunday Telegraph columnist Gary Lineker and Walkers Crisps.

Last year’s World Cup was approaching and the Telegraph’s Helen

Slater spotted an opportunity to exploit the link between Sunday

Telegraph columnist Gary Lineker and Walkers Crisps.



The Telegraph titles were not the most obvious places to advertise

munchies, but Slater was undaunted. Pitching the Telegraph’s strong

footy coverage and playing on the presence of Lineker, she convinced

MediaVest’s Richard Middleton and his client to agree to a sponsorship

deal.



’We put together a special Fantasy Football game, sponsored by Walkers

Crisps, based on the World Cup teams. The 45,000 entrants played for a

pounds 35,000 top prize and were able to compare their performance with

Gary Lineker’s. A special Super League was also run for Walkers’

employees, who were ineligible for the Telegraph’s game. This attracted

an incredible 2,000 entrants and Walkers were well chuffed.



So how did the boy Gary do? ’Not very well, below half way I think.’ And

Slater? ’Pants!’



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