This paper tells the story of how Walkers' ‘Do us a flavour’ campaign helped re-awaken consumers’ excitement in a brand with which they felt incredibly familiar, by doing something different and surprising. It shows how Walkers found a new way to talk about their core brand promise of flavours, using their iconic TV campaign as an invitation for consumers to get involved, rather than simple announcement. The result included a significant increase in brand regard, a sales contribution of 292 million packs, incremental sales revenue of £34.5m and a TV profit ROI of £5.32 per £1 spent.