Snack manufacturer Walkers rebranded "one of its most popular flavors of crisps in a sign of support" for Premier League side Leicester City "ahead of the club's crucial Champions League tie" Tuesday, according to Tony Connelly of THE DRUM. The "long-time sponsor" of Leicester City unveiled a "special edition" of its 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 Tuesday night's Champions League match against La Liga side Sevilla will be given a free packet of the crisps. 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 holding the crisps and share it on Twitter or Instagram using the #Fearless and #Walkers hashtags. 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" (THE DRUM, 3/13).
