Walkers plans Comic Relief ‘flavour swap’

Walkers Snacks is planning its own take on reality television shows Wife Swap and Boss Swap for its major tie-up with Comic Relief next year. Flavour Swap will support Red Nose Day with a multi-million pound celebrity-led campaign.

The company is planning to mix popular flavours together, such as barbecue and chicken; cheese and pickle; and bacon and tomato ketchup, for a limited period. It is expected that Walkers will donate money from the sale of each pack to Comic Relief. In 2003 it donated 1p from the sale of every pack of its baked-bean flavour crisps.

The campaign will be supported by stars from TV and film, including Ozzy Osbourne, Gordon Ramsay and Emma Thompson. It will also feature Walkers brand icon Gary Lineker. It is understood to be a significant part of the brand’s marketing plans for 2005.

Last year’s activity was the first time there was a formal fundraising link between the brand and Comic Relief. The campaign featured celebrities with flatulence, supporting the baked-bean flavour.

Red Nose Day will be on March 11, 2005 and will be based on the theme “Big Hair and Beyond” building on 2003’s “The Big Hairdo” idea.

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