The Lineker campaign produced by AMV BBDO continues to pay great dividends to Walkers Crisps. Between 1995 and 2000 it helped increase sales by 105% and share from 21% to 27% in Grocery. An increasingly effective campaign has doubled the awareness and enjoyment of Walkers' commercials. It's also bolstered consumers' loyalty to Walkers, helping it become Britain's biggest food brand. All achieved with a media spend that was only a fraction of their competitors' budget.