The Brit Trips initiative offers consumers £5 million worth of discounts and offers on day trips, holidays and pub lunches across the UK, as well as money off UK attractions such as Madame Tussauds, Sea Life and Legoland.
The 12-week push is designed to reinforce the message that Walkers crisps are made from 100 per cent British potatoes. It will run across all Walkers Crisps brands, with bigger packs featuring higher -value points that can be redeemed for prizes or savings.
Gary Lineker will be driving an old London bus and singing an alternative version of Cliff Richard's hit song Summer Holiday in a TV ad hitting screens in March. Radio and online ads, PR activity and in-store POS will also support the campaign.
Managing director Richard Evans said: "Walkers is a fun, British brand, famous for promotions that capture the nation's imagination. Brit Trips is guaranteed to build on that reputation.
"It is a massive promotion encouraging consumers to enjoy beautiful Britain for less - you only need a few bags to save a packet."