Lunch is the biggest consumption occasion for Walkers. However, Walkers still needed to increase their visibility at lunchtime. In the UK “the sandwich” is the no.1 lunchtime meal and even though 88% of the UK public say that crisps make their sandwich taste better only 1 in 10 out of home and 1 in 4 in home have crisps with their sandwich. We used this insight to show Brits that eating a sandwich without Walkers (in your sandwich or on the side) is incomplete. The crisp sandwich is part of true British culture. Some like it, some don’t but every British person knows what one is.

We decided to use this deep-rooted cultural insight and provoke a national debate by asking the nation: are you #crispin or #crispout? Creating a TVC that brought to life the British idiosyncrasies of crisps and sandwiches in a humorous way. We partnered with Subway and for the first time ever Subway offered their customers the chance to add crisps to their sub sandwiches. We worked with sandwich guru Max Halley to create a Walkers Crisps recipe book and stellar influencers to help fuel the debate across social media.

The crisp sandwich has caused controversy for many years across the nation. Some love it, others don’t but everyone knows what one is. Using this deep-rooted insight, we wanted to reignite this debate and place Walkers at the forefront at the same time.

Instead of us asking the question “do you like crisps in your sandwich?” we asked the question “How do you eat your sandwich with Walkers…are you crispIn or crispOut?” Turning a YES/NO answer into a YES/YES answer.

We wanted to get the people of the nation to talk about theirs and create a fun debate on this topic- a crisp community! We also targeted foodies, next gen and those seeking bold flavours on our Subway partnership and our instore and e-commerce sites. We also created a TVC, a Walkers crisp sandwich recipe book and e-Comm shoppable ads.

To ensure a high impact launch the campaign had 4 stages:

1. Fame launch: We launched the TV Ad with a media plan to drive 70% reach in the 1st week with premium Digital and TV spots such as Twitter first view and Youtube masthead.

2. Fuel the debate: We released the most comprehensive consumer research about sandwich and crisp consumption ever done in the UK. We also leveraged TikTok Gordon Ramsey Reacts platform & partnered with influencers such as Olly Murs, Laura Whitmore, Roman and Martin Kemp and Assim Chaudhry to drive social conversation.

3. Driving Culture: We partnered with Subway, creating a first of its kind partnership. We also crafted with Max Harley a Walkers Crisp sandwich recipe book.

4. Personalization at Scale: We created personalization digital content to inspire & link the right product to the right person through to the purchase channel (in-store and online).

• +17% growth from 2019

• +10% Frequency: consumption of Walkers crisp at lunchtime

• Subway: +23% PEP crisp sales

• 10 Million uses of #CrispInCrispOut

• 95.8 Million organic impressions in digital

• Reached over 90% of UK adults

• Over 700 million earned media impressions