October 2010 │ UK

Walkers
Rain

CANNES 2011 │ Media: Bronze

Walkers (Frito Lay) wanted people to know their chips are from homegrown, British potatoes.

If there’s one thing the British Isles are famous for, it’s rain. Something Brits often bemoan. But it’s this rain is that grows the potatoes that make the country’s favorite chips.

We wanted people to love the rain as much as our homegrown potatoes: guess where it would rain next and win a tenner (£10).

Love the rain as much as our potatoes.

Guess where it’ll rain next

Purchase a bag of Walkers and use the code to make a prediction where it'll rain next for the chance to win £10.

Rainfall Data

The national weather service used a grid to collate rainfall data, we replicated it by dividing the UK into 21,271 spots. People claim a spot as their rain prediction on any chosen day.

Homegrown potatoes

The country’s favorite chips are made from homegrown potatoes that grow in the rain. That’s why we love the rain.

It’s raining ten

Gary Lineker is famous as the face of Walkers since 1995, and for his big ears. He sends-up his image showing his newfound love of rain.

Dynamic display

We targeted weather conversations on social and geolocated rain reports to help make winning predictions.

Cash it?
Keep it?

Winners received a signed £10 check from Gary Lineker. Many winners didn’t cash it, preferring to keep the celebrity autograph instead.

The money’s
in the bag

We put out a PR story that it was too easy to win with Britain’s notorious rainy weather and thousands are already cashing in. The result, sales spiked for the “easy money.” Of course, we were totally covered with promotional risk insurance for rain every day, over every part of the country.