Like many FMCG brands, Walkers Crisps has promoted sales with news of new flavours. Classics TV ads featuring front man Gary Lineker have promoted variants on the salt and vinegar theme for years. However the strategy was becoming less effective, partly as a result of improvements in own label and new premium brand competitors. Based around the insight that "everyone's got an opinion about what makes a good packet of crisps", Walkers decided to give the British public a chance to turn their opinions into reality.
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