The activity is expected to launch in the new year and run in the weeks leading up to Red Nose Day on March 14. It will operate separately from and in addition to Walkers' Free Books for Schools, the company's biggest cause-related programme to date.
It will be the first time Walkers has had a formal fundraising link with Comic Relief, though in 1995 it supported the charity by creating a spoof TV ad starring its advertising frontman, Gary Lineker, which aired on Red Nose Day.
Walkers' vice-president of marketing, Neil Campbell, confirmed the tie-up but refused to divulge details. However, it is understood it will be an on-pack promotion incorporating text-messaging. A new Gary Lineker TV ad will promote the activity.
Campbell said: "There is a natural fit between us and Comic Relief, which is a well-known, well-loved charity with a fun approach."
Free Books for Schools, which Walkers operates in partnership with News International's tabloids The Sun and News of the World, has run since 1998, but has recently lost some momentum. In its first year, more than 32,000 schools collected the tokens, but now less than 30,000 schools are still signed up to the scheme. Participating schools have received an average of 30 books each.
Walkers did not promote the scheme last year. This summer Walkers promotions marketing manager Vinita Pandey and News International's promotions director Andy Agar met to consider its future. They decided to continue the scheme for at least another year.
In December last year, Which? Magazine questioned whether the scheme represented good value for money and suggested it encouraged children to "engage in an unhealthy activity".
Other FMCG brands to have linked with Comic Relief include Mr Kipling, whose Cherry Bakewell tarts became the official Red Nose Cake last year.
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