Talking Retail Grocery and product news for independent retailers
The “#crispIn or #crispOUT” campaign is running for nine weeks and will “reignite the age-old British debate around the crisp sandwich across multiple channels”, such as TV and social media.
The brand is also collaborating with Subway to offer consumers the chance to include Walkers crisps in their sandwich, available until 25 May.
Lunch is the “number one snacking moment of the day” and is “responsible for 40% of all salty snacks consumption”.
The brand said 78% of consumers already include a bag of crisps with a sandwich, meaning there is a “huge category opportunity” to “celebrate” the sandwich and crisp combination.
Philippa Pennington, marketing manager at Walkers, said: “We all know that sandwiches and crisps are a match made in heaven, but there remains a very real, very heated debate about whether you should enjoy your crisps in or out of your sarnie.
“By tapping into the controversial world of the crisp sandwich debate, Walkers will be encouraging the nation to voice their thoughts – whether that be #crispIN or #crispOUT of the sandwich – and ultimately link the discussion to the Walkers brand.
“Regardless of how shoppers enjoy this lunchtime combination, the campaign will encourage them to pause and think about how their Walkers choice can add the flavourful crunch their sandwiches have been missing.”
