REIGNITING THE DEBATE • WALKERS

In recent years Brits have simply stopped remembering to eat crisps with their sandwiches, in spite of 98% of people claiming to love the iconic combo. So with a brief to deliver mental availability for year two of the ‘CrispIn / CrispOut’ campaign, we asked ourselves how we could reignite the debate. So for April Fool’s Day we launched ‘Sandwich Crisps’. With just two posts on Walkers social media, we delivered 100 pieces of coverage with a potential earned reach of 166 million (OTS) (32.6 million actual reach), +117,000 total organic likes on social media, and +60,000 total comments and shares (including from unpaid macro influencers and celebrities with +25m followers). Overall the activity also helped secure +141% consideration to purchase Walkers at lunch, and +37% search uplift in crisp sandwiches. It also helped pave the way for us to do more activity later in the year as part of the wider campaign.