The Red Nose Day tie-in will run on all packs of Walkers crisps to encourage consumers to sport giant red ears, which are available free from www.walkears.com. Visitors to the site can also make a donation to the charity. Gary Lineker and a host of other celebrities will be donning the ears in a TV ad running from Feb 10 to Red Nose Day on March 16.
Walkers' general manager Neil Campbell said: "We are proud to be supporting Comic Relief again for Red Nose Day 2007. It's a fantastic and unique opportunity for people to have
fun and at the same time raise money to help people across the United Kingdom and Africa."
The company has produced a limited edition box containing 36 packs of crisps, with 30p from every box sold going directly to Comic Relief. Retailers can also get behind the campaign with special edition stackers and in-store POS.