Walkers is continuing to celebrate 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 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, says: “We’re thrilled to be launching our latest #GAMEREADY promotional campaign in conjunction with our UEFA Champions League sponsorship. 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 retailers while helping to drive growth in the savoury snacks category. Our #GAMEREADY competition is designed for the love of football across Europe and we believe it will be hugely popular among shoppers. Retailers should maximise sales offered by this latest activity by creating in-store theatre around snacking occasions, especially ahead of these major sporting events.”

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 our very own 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.