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?