Walkers creates special edition Leicester City packaging for crucial Champions League match

The special edition packs will be given out to fans before tomorrow night's game

Walkers has rebranded one of its most popular flavors of crisps in a sign of support for Leicester City ahead of the club’s crucial Champions League tie tomorrow night (14 March).

The long-time sponsor of the Premier League club has unveiled a special edition of their new ‘Snap and Share’ packs which have been renamed ‘Cheers and Onion’ and feature the club’s kit and famous fox mascot.

As part of the marketing activation around the promotion fans attending tomorrow night’s Champions League last 16-tie against Sevilla will be given a free packet of the crisps upon entering the King Power stadium.

Walkers is encouraging engagement with fans on social by offering them the chance to win a signed Leicester City shirt when they take a selfie of themselves holding the crisps and share it on Twitter or Instagram using the #Fearless and #Walkers hashtags.

John Savage, brand manager for Walkers, said: “As long-time supporters of Leicester City, we know that something tangible really goes a long way with fans.

“We had a great response to our Salt and Victory special edition in 2016 and I’m very excited that we’ll be handing out special limited edition Snap & Share packs of Walkers, made over with the Leicester City iconic fox mascot, to all fans at the stadium on the night of the game. These packs mirror the recently launched range of Walkers sharing packs, which are adorned with selfie-ready cheering faces.

As part of Walkers wider Uefa Champions League sponsorship the brand are encouraging consumers to share a selfie with the regular ‘Snap and Share’ packaging to be in with a chance to win other Champions League prizes.

The Snap and Share promotion is part of the brand’s efforts to evolve its Champions League social media campaigns from prompting customers to enter codes and instead engage more by encouraging sharing.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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