Walkers #CrispIN or #CrispOUT

Client: PepsiCo

Lunch is a must-win battleground for Walkers. Once a staple of lunchboxes up and down the country, by 2020 they’d become a bit stale; Over half the nation just weren’t thinking of us at lunchtime.

We needed our media to jolt a new behaviour. How could we get light buyers to crunch? With a peculiar British ritual; the crisp sandwich. 88% of Brits agreed crisps improve sandwiches. But they ferociously disagreed on whether they belong in or out of sandwiches. Could we marry Brits’ favourite lunchtime snack with their favourite lunchtime staple to successfully resolve a time-honoured British debate? A once in a lunchtime idea; are you #CrispIN or #CrispOUT? Over 3 years, we used media to create a dividing line. In or out. Yes or no. Them or us. Pitting sides of the country against each other. A little levity, a lot of debate. With transformational results for Walker's, we pulled it out of the bag.