Head To Head Episode 3: Cash In Your Packet

In the latest episode of “Head to Head”, SPARK’s Dave Pearson and Mike Croston dive into a brilliantly simple sales promotion from the late 90s that got shoppers switching brands—fast.

The concept?
Buy a bag of Walkers. Open it. Find a £5, £10 or £20 note inside.
No codes. No websites. Just instant, in-your-hand rewards.

Why it worked:
It hit shoppers right at the moment of decision, “which crisps do I buy?”, and gave them a clear reason to switch. Cash in the packet wasn’t just generous. It was believable. The prizes felt real, winnable, and immediate. Mike summed it up perfectly:
“You didn’t just hear about winners, you knew them.”

What you’ll learn in the episode:

• Why small, frequent rewards often beat big, splashy ones
• How Walkers drove brand switching with a simple, credible mechanic
• What this campaign got right—and how brands can apply the same thinking today

This one’s a must-watch for any brand trying to stand out at the shelf and steal market share from bigger players.

Watch and listen to the full episode below