Walkers has put £5m behind the launch of a new on-pack promotion which offers consumers savings on trips around Britain - from theme parks to traditional pub lunches. Walkers ’Brit Trips’ will benefit from a strong marketing campaign which includes a new TV creative featuring Gary Lineker driving an old London bus and singing an alternative version of ’Summer Holiday’. Radio

advertising, online activity, PR, media partnerships and in-store displays will bolster the campaign, which follows the theme of the company’s current ’Home Grown’ marketing activity.

Walkers general manager Richard Evans says the Walkers brand is growing at 4.9% a year, with the products eaten by more than 10 million UK consumers every day. He says consumers can collect points from all Walkers Brit Trips promotional packs, starting with the standard bag and Big Eat worth two points each, redeemable against a trip to some of Britain’s best-loved venues. Offers can be redeemed with as few as five points.

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