Walker's has found a new way to engage the British public with its crisps -- or potato chips, if you prefer -- by inviting consumers to invent a new flavor. The winner gets $70,000 plus 1% of sales, which is perhaps why the organizers had to sift through thousands of entries before coming up with a shortlist of six.
Consumers continue to engage with the brand by voting for their favorite flavor online. The website is a destination in itself, with comedy advocates lobbying for each variety, wallpapers and ringtones to download and video descriptions by serious foodie chef Heston Blumenthal amongst the entertainment on offer.
Votes can also be cast by SMS, Facebook, a special mobile site or e-mail. You don't get to taste the six candidates, but the names are pretty evocative: Builder's Breakfast (tastes of sausage, egg and fries), Cajun Squirrel (nutty and spicy), Chilli & Chocolate, Crispy Duck Hoisin, Fish & Chips and Onion Bhaji.