Following the success of the first stage, which inspired 3,000 consumers to make an ad for the brand, Doritos is asking retailers to stock up on promotional packs which encourage the nation to watch and share the top 15 ads with friends.
By sharing the ads via social networking sites and email, consumers can win a range of prizes from Doritos Chip & Dip coupons worth £3, to digital cameras from play.com worth over £100.
A panel of celebrity judges will then whittle the top 15 entries down to three, which will appear at doritos.co.uk for the public to choose their winner.
The winning ad will appear on TV for a whole month during the World Cup.
Jon Kyle, Walkers’ impulse sales director, said: “We expect sales to continue to grow as the campaign builds to its climax with the screening of the overall King of Ads on national TV.”