Walkers Deep Ridged is helping c-stores make a crisp profit with an on-pack promotion that will give away cash prizes of up to £50,000.

Deep Ridged was the biggest launch in crisps, snacks and nuts in 2012, and is one of the top launches in the last 15 years

The ‘Go big or go home’ campaign is rolling out to stores now across multipack and single serve packs. It offers consumers a chance to win free packs or a cash prize with every purchase, which they can either stick with or risk in an attempt to increase their prize. It is being backed by online advertising and activity across social media.

To help impulse retailers increase sales, Walkers is producing stackers for single packs, available in Flame Grilled Steak and Mature Cheddar & Onion, and 50g packs, available in Flame Grilled Steak, Mature Cheddar & Onion, Salt & Malt Vinegar and Chilli Beef.