Walkers’ Sunbites, the wholegrain crispy snacks brand, is launching its biggest experiential UK campaign for 2012.

Photo: a Sunbites poster

Created by INITIALS Marketing, the ‘Once bitten, flavour smitten’ campaign kicks off this week with the London tour that will launch in Westfield Shopping Centre with a stand offering shoppers the chance to sample Sunbites.

The campaign targets 30 to 50 year-old females trying to persuade them that “once the consumer tries Sunbites, they will fall in love with the taste of the product.”

Consumers will be invited to feed back on their experience of the product and take a photo with one of five photo frames featuring a readymade caption starting with ‘I’m smitten with…’ and followed by alternatives such as packaging, taste, texture and nutritional qualities. All photos will be uploaded to the Sunbites Facebook page where users can take part in the ‘Tiny moments of reward’ campaign to win a range of prizes including a year’s supply of Sunbites.

To participate, users have to share how smitten they are with the product with their friends on Facebook. There will also be a weekly prize draw during which consumers will be able to win such prizes as a year’s supply of Sunbites, Elemis Skincare Products worth £80, haircut and restyles at Toni & Guy, Raymond Blanc cooking experiences and luxury hotel breaks for two. The brand will be also distributing leaflets that contain a miniature branded magnetic photo frame.

Sunbites will give away 100,000 product & leaflets in goody bags for Race for Life participants and organize sampling in 15 of Toni & Guy’s largest UK stores.

Last fall, Sunbites was repositioned by Ziggurat Brands to become more appealing for customers.