Walkers – Any Sandwich is more exciting with Walkers

Walkers, the British snack food company, is running an integrated advertising campaign focused on the English town of Sandwich, Kent, promoting meal deals at lunch times organised by the Walkers range and sandwich outlets across the UK. The Walkers site has had a makeover to provide visitors a look around Sandwich with insights into the excitement of life there. To spice things up Walkers has introduced celebrities to the town’s life, illustrating the claim that any sandwich can be made more exciting with Walkers.

Films

TVC, 60sec.

Marco Pierre White surprises Sandwich

Frank Lampard & Gary Lineker surprises Sandwich

Jenson Button surprises Sandwich

JLS surprises Sandwich

Virals

Pamela Anderson & Al Murray in Sandwich (punter’s reaction)

Pamela Anderson make Sandwich more exciting

Al Murray make Sandwich more exciting

Marco Pierre White make Sandwich more exciting

Frank Lampard & Gary Lineker make Sandwich more exciting

Jenson Button make Sandwich more exciting

JLS make Sandwich more exciting

Case History

The brief of the campaign
In research, British people told us a packet of Walkers crisps makes their lunchtime sandwich more exciting. But, less than one in ten eat crisps at lunch. We decided to change people’s lunchtime behaviour by proving a simple point – that any sandwich is more exciting with Walkers. And we do mean any.
The creative execution
Our online films received 1.6 million complete views, which means Britain watched 3 million minutes of content showing how Walkers made Sandwiches more exciting. Sandwich generated £3.2 million worth of media coverage. For the first time, Walkers were given space in the sandwich aisles of Britain’s major supermarkets, helping sell an extra 1.5 million packets of crisps. And we gave the people of Sandwich a day they will never forget. Believe it or not, there’s a quiet, little village in England called Sandwich. To prove Walkers can make any sandwich more exciting, we planned a series of surprise events to turn the village of Sandwich into the most exciting place in Britain. The events delighted local people, captured the attention of the nation, and became the focus of a massive social media campaign.
The results
Our online films received 1.6 million complete views, which means Britain watched 3 million minutes of content showing how Walkers made Sandwich more exciting. Sandwich generated £3.2 million worth of media coverage. For the first time, Walkers were given space in the sandwich aisles of Britain’s major supermarkets, helping sell an extra 1.5 million packets of crisps. And we gave the people of Sandwich a day they will never forget.

The making off & behind the scenes

Behind the scenes (JSL & Jenson Button)

Behind the scenes (Frank Lampard & Marco Pierre White)

Behind the scenes (Pamela Anderson & Al Murray)

Advertising Agency: Abbott Mead Vickers BBDO, London
Creative Director: Paul Brazier
Creative: Stephen Coll/Colin Jones
Production Company: Hsi
Director: Declan Lowney