Walkers Lunch

Inspiration & Challenge

Research found that the number one time people grab a packet of crisps is at lunch, and the number one accompaniment is a sandwich. Walkers wanted to drive salience, relevance and conversation – reinforcing that a sandwich is incomplete without Walkers.

This brought us to the big question: where should those Walkers Crisps be placed: #CrispIN or #CrispOUT?

Execution & Creativity

Our influencer-led social media videos leveraged A-list talent to join the debate and Gordon Ramsay judged their creations in the style of his incredibly popular #RamsayReacts TikTok series, fuelling the nation to jump into the conversation. 

Influencers Olly Murs, Laura Whitmore, Roman and Martin Kemp as well as campaign lead Asim Chaudhry all joined the debate and gave their allegiance to either #crispIN or #crispOUT and shared their go-to lunchtime sarnie creations for all to judge. And who better to judge than Gordon Ramsay?

FACTS & FIGURES

125M
Impressions
11.5M
Video Views
167
Press Coverage
8.8%
Average TikTok Engagement Rate
+11.2%
Ad Recall
+37%
Google search interest in “Crisp Sandwich” during the campaign vs weeks prior

Markets

UK

Results

BDB and Walkers outperformed industry benchmarks and KPIs – relevance, uplift, and awareness – through meticulous talent casting, clear briefing, and elevation of Walker’s debate – all during lockdown.