Walkers is to roll out a revamped version of one of its biggest-ever promotions - claiming social media will make it even bigger this time around.

Originally run in 2008, Do Us A Flavour attracted more than a million entries by getting consumers to come up with their own crisp flavours and vote on the ones to go into production.

Walkers believes the rapid growth of social media over the past five years would make the 2014 version an even greater success. Of the 1.2 million entries for the original Do Us A Flavour, just 1,780 came via Facebook - Walkers now has 545,000 Facebook fans. The brand also believes Twitter will drive engagement; the 2008 campaign had no activity on the social network.

Promotional crisp packs will roll out from January supported with in-store and online activity that will flag up the £1m top prize and £10,000 runners-up rewards. From the middle of the month, a TV ad will feature brand ambassador Gary Lineker being bombarded with flavour suggestions.

A panel of judges will decide which six flavours will go into production and be released for sale from the end of July. The public will then decide the overall winner, which will be announced in the autumn. Consumers are being asked to use a “home-grown” ingredient in their recipe after Walkers introduced them to its products last year.

The ultimate winner of the original Do Us A Flavour was Builder’s Breakfast, which was on shelf for a year and contributed to an 8.4% hike in value sales in 2009. Walkers will be hoping for a similar boon for the new campaign, following a 0.8% dip in sales this year [Nielsen 52 w/e 12 October 2013].

Walkers ran a smaller-scale Do Us A Flavour in Tesco stores this April with a £5,000 top prize. The winning flavour was hog roast with sage & onion stuffing.