The promotion is being handled by Cubo Brand Communications, together with wireless marketing firm Flytxt, and is specifically pushing Walkers' Thai Sweet Chilli Sensations and Salt & Shake crisps.
Kicking off at the end of January, the promotion will run for four weeks and will aim to drive sales and enhance brand equity in the on-trade market. The competition is being promoted on point-of-sale material in more than 10,000 pubs around the country.
Consumers are incentivised to participate in the 'Walkers Football Txt' promotion by texting in the answer to a football-related trivia question, which will be available at the point of sale.
Victoria Fussell, Walkers trade marketing manager, said: "Research shows that increased visibility of crisps and snacks generate incremental sales in the on-trade and so drives additional profit. The promotion is designed to increase the profit of participating outlets with minimum involvement on the part of the publican."
The winner will receive an "ultimate season ticket", providing free entry into selected high-profile cup and international football matches. On the day of the draw, held on February 24, the winner will be notified by text and 1,000 runners-up will receive Walkers footballs or shirts.
Mike Bowen, a director of Cubo Brand Communications, said: "We have been working strategically with Walkers to increase the visibility of crisps and snacks in the on-premise sector. This is the first of a series of creative initiatives designed to increase brand presence in this sector."
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