In the ad Lineker and Deeley play a lovestruck couple exploring the countryside. The promotion is Walkers follow-up to last year's .
The promotion allows purchasers of Walkers crisps to redeem on-pack points for discounts on days out in the UK. It was rebranded from Brit Trips as it will also be running in Ireland.
As with the Brit Trips campaign, as microsite has been created where consumers can redeem points, by entering a unique on-pack code, and pick trips. The campaign was created by The Big Kick.
Updates include the ability to bid for 'VIP' trips, including international rugby tickets, special passes to the V-Festival and the World Touring Car championships.
The decision to involve Walkers brand ambassador Gary Lineker marks a further evolution of the campaign. On the Brit Trips push Lineker's only involvement was with the TV advertising support.
Brit Trips marked a return to sales promotion for Walkers, whose last on-pack promotion was in 2005. Arguably the use of discounts on days out around the UK spawned numerous imitators in this year's series of FMCG promotions.
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