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
’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