Walkers ‘Best Seat in The House’

Despite being the nation’s most loved crisps, Walkers faced declining sales as people switched to private label products to save money. Walkers needed to show the nation that its crisps are worth paying more for – there’s no substitute.

To achieve this, Walkers launched a new platform, ‘No Walkers, No Game,’ ahead of a summer of football, showcasing that only Walkers delivers the ultimate football experience.

To make the concept resonate with people, we made it feel unthinkable to watch football without Walkers. Research showed that fans love watching matches from the sofa with snacks, second only to being in the stadium. So, we combined the two.

We launched the ‘Best Seat in the House,’ offering one fan the chance to have their living room sofa transported to a VIP pitchside box at Wembley for the sold-out UEFA Champions League final – alongside football legend Gary Lineker.

Fans could enter by purchasing a bag of Walkers during a Champions League Quarter Final and scanning the logo using technology developed in partnership with Meta.

Alongside the mega prize, participants could win thousands of merch items, including co-branded UCL sweatshirts and limited-edition footballs, reinforcing the message: No Walkers, No Game.

Walkers showed football fans that their viewing experience wasn’t complete without Walkers crisps, driving relevance and proving there’s no substitute for the nation’s favourite.