The new promotion will be re-branded Gary's Great Trips and allows purchasers of crisps to redeem on-pack points for discounts on days out in the UK.
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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