Walkers is aiming to cement its sponsorship as the official snack partner of the UEFA Champions League with a new on-pack promotion that allows consumers to win match tickets to the quarter-finals, semi-finals and the final, which will be hosted in Milan. The latest #GAMEREADY promotional activity will run across Walkers, Doritos and new Tear ‘n’ Share packs kicking off from today (February 1).
The next round of the Champions League campaign will begin from February 16 and alongside winning tickets to all of the games, PepsiCo is also giving consumers the chance to win prizes every hour with #GAMEREADY Walkers and Doritos packs. To find out if they are an instant winner, consumers simply need to enter a unique code from their packs at www.game-ready.com. Prizes include tickets, footballs, T-shirts and crisp sharing bowls.
Thomas Barkholt, marketing director at Walkers, comments: “This football tournament is renowned as one of the most anticipated competitions in the sporting calendar and we’re delighted to be offering match tickets to football fans across Europe, including an exclusive VIP trip to the final – the world’s biggest annual sporting event!
“The on-pack promotion provides an incremental sales opportunity for wholesalers whilst helping to drive growth in the savoury snacks category.”
PepsiCo’s latest #GAMEREADY activity will run simultaneously across its European markets on both food and beverage brands. The on-pack promotion will be supported with an action packed marketing campaign, including new high-profile TV advertising featuring Gary Lineker and football superstar Lionel Messi, strong levels of in-store activities, digital, social media and impactful POS materials. In addition, the campaign will also be supported by stadium branding, interview backdrops and perimeter boards.
The promotion will run across the following PepsiCo brands:
- Walkers Multipacks: 24 pack – Classic & Meaty, 12 pack – Classic and Meaty and 6 pack – Cheese & Onion, Ready Salted, Salt & Vinegar, and Variety
- Walkers Grab Bags: 50g – Cheese & Onion, Salt & Vinegar and Ready Salted (also available in Price-Marked-Packs)
- Walkers Standard Bags: 32.5g – Cheese & Onion, Ready Salted, Salt & Vinegar and Prawn Cocktail. 32.5g Price-Marked-Packs – Cheese & Onion, Salt & Vinegar and Ready Salted flavours
- Walkers Tear ‘n’ Share: 150g – Ready Salted, Salt & Vinegar, Cheese & Onion, BBQ and Chilli
- Doritos: 200g – Tangy Cheese, Cool Original and Chilli Heatwave. 102g Price-Marked Packs – Tangy Cheese, Cool Original, Chilli Heatwave and BBQ Rib. 40g Singles – Tangy Cheese, Cool Original and Chilli Heatwave (also available in Price-Marked-Packs).