Recently Walkers created a huge promotional campaign dedicated to crisps for hamburgers, and now the snack brand is kicking off another large-scale project to find the world’s favourite flavour of crisp. The total prize fund of the new campaign is £200,000 — Walkers will give out £1,000 on a weekly basis and a grand prize of £10,000 for each flavour’s top-voted entry.

The idea is simple: users upload videos or photos to support their favourite flavor from the list including American Cheeseburger, Scottish Haggis and Irish Stew. These are crisps based on 15 best national’s dishes, which have lots of fans across the country. The entries are to be submitted to the www.walkers.co.uk website until July 11.

“This is the biggest collective product launch we’ve done. The main difference is all the content is on walkers.co.uk. We’re using Facebook to direct everyone to walkers.co.uk to engage with them there. They can share content via Facebook and Twitter, but we’re not launching a separate Facebook page for this,” comments Rosie Burt, senior brand manager for Walkers

The Flavour Cup campaign was developed by Jigsaw, AMV, OMD, Freud and TRA.