The Walkers crisps Brit Trips campaign has proven to be a huge success in The Co-operative.

Brit Trips is an on-pack promotion that saves the consumer money on a variety of traditional British treats including hotel breaks, theme park tickets and pub lunches. Each packet earns points that are banked online.

Walkers and abc media developed an exclusively campaign with The co-operative where consumers could win 1 Million Bonus Brit Trip points. Points were available by playing a virtual scratch card at www.co-operative.co.uk/walkers, or by picking up a scratch-card from any Co-operative Travel outlet. This activity was part of an integrated POS campaign in Co-operative Food stores driving awareness of the campaign and sales.

The website received over 1 million hits in the first 2 weeks alone and 4 million over the duration of the campaign. Walkers, The Co-operative Group and abc media are all thrilled with how the campaign has gone.

Alphabet Soup, part of abc group are the design agency behind The Co-operative’s Brit Trips campaign. Specialising in digital media for the retail sector, Alphabet Soup created most of the digital content and in-store Point of Sale.

Jon Brierley, Creative Director of Alphabet Soup is delighted; “It’s been a great, feel good campaign to work on and is an example of how successful digital media can be integrated into retail and national media.”

Simon Paul, PepsiCo Shopper Marketing Manager says ‘by working with The Co-operative and abc on aligned objectives we have delivered a campaign that surpasses anything we have delivered before in The Co-operative’.