Walkers Lunch

Inspiration & Challenge

It has never been more clear that the UK is a nation of crisp lovers. 

Research found that the number one time people grab a packet of Walkers is at lunch, and the number one accompaniment is a sandwich. We want the two to be intrinsically linked like fish and chips, gin and tonic, it’s got to be Walkers and a sarnie. 

Walkers wanted to drive salience, relevance and conversation, and ensure recall – reinforcing that a sandwich is incomplete without the added taste and crunch of Walkers.

This brought us to the BIG question – where should those Walkers Crisps be placed? In or Out? It was finally time for the nation to decide.

Execution & Creativity

In April 2021, Walkers sparked a nationwide debate by asking the BIG question – are they #CrispIN or #CrispOUT?

To heighten this nationwide discussion, Billion Dollar Boy hijacked a cultural phenomenon and brought the nation’s favourite crisps to the nation’s favourite social media celebrities and influencers, embedding the brand in an authentic way.

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 in social videos and shared their go-to lunchtime sarnie creations for all to judge. And who better to judge than Gordon Ramsay – acid tongued king of the one-liner?

FACTS & FIGURES

125M
Impressions
11.5M
Video Views
167
Pieces of 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.