Run over two years, the programme, organised jointly by Walkers Snacks and News Group Newspapers in the UK to foster long-term loyalty and reflect Walkers' brand values and News Groups support of literacy in the community, provided more than five million books worth 26m sterling to 89% of UK schools. The News Group’s newspaper, the Sun, put on an estimated 25,000 copies every day and helped reposition itself in the eyes of the community. The programme received a commendation from the 2001 Brit...

BPIR Categories

13.7 Develop community relations
13.5 Develop public relations program

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