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  • To celebrate the UEFA Champions League final coming to England after 11 years, Walkers MAX and Doritos have revealed an on-pack promotion worthy of the occasion.
  • The new promotion comes as PepsiCo celebrates the 9th year of its partnership with the UEFA Champions League, which runs until 2027.
  • From the 31st January until the 31st March, shoppers can enter for the chance to win tickets to the UEFA Champions League 2024 final as well as instant cash prizes‡, by purchasing a promotional pack of Walkers MAX or Doritos.

Kicking off from the 31st January, PepsiCo will be celebrating its continued partnership with the UEFA Champions League by launching a new on-pack promotion across Walkers MAX and Doritos, offering shoppers the chance to win tickets to the UEFA Champions League 2024 final alongside instant cash prizes‡. To enter, shoppers need to purchase a promotional pack of Walkers MAX or Doritos, scan the QR code, then enter their details and pack code on the website. Entrants will find out instantly if they have won a cash prize of £10 (or € equivalent), with all entries automatically entered into a grand prize draw, for a chance to win tickets to the UEFA Champions League final at Wembley.

Football presents a huge opportunity for retailers to elevate savoury snacks sales, as snacking moments increase when consumers watch sport with friends and family[1]. What’s more, with the UEFA Champions League knockout stage matches taking place midweek from February through to May, there is a prime opportunity to boost mid-week incremental sales. The latest on-pack promotion across Walkers MAX and Doritos will help retailers maximise this opportunity by driving footfall and creating excitement in store. 

With two tickets to the final of the UEFA Champions League, as well as accommodation and transport up for grabs, Walkers MAX and Doritos is offering football fans the ultimate experience. Walkers MAX will also be supporting the promotion with an engaging digital and influencer campaign which will drive awareness of this epic prize.

Fiona Tomlin, Chief Marketing Officer at PepsiCo, comments, “This year is set to be a memorable one for sport in the UK – and the UEFA Champions League 2024 final represents a prime opportunity for retailers to take advantage of the excitement from football fans across the nation. Our on-pack promotion will really help to support retailers in maximising the football opportunity through sales of savoury snacks.

“With the final taking place at Wembley for the first time in eleven years, we knew we had to deliver something unforgettable. Shoppers now have the opportunity to win the ultimate football fan experience including accommodation, transport and tickets to the UEFA Champions League 2024 final – a fantastic prize that will help drive footfall instore for retailers. Football fans will be thrilled to know that our latest multi-brand activation is just the first in a jam-packed line up of football focussed campaigns throughout 2024, as we celebrate a huge year for the sport in the UK.”

The new on-pack promotion will be available across qualifying packs in the grocery, wholesale, and impulse channels until the 31st of March.

[1] (i113) Kantar Snacking Consumption Tracker – MAT to September 2023

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