PepsiCo Walkers: Sandwich

Principal Authors: Tom White and George Roberts, AMV BBDO
Contributing Authors: Bridget Angear, AMV BBDO; Adam Warner and Gavin Morgan, PepsiCo; Julia Husband, Ninah; Danielle Morris, Freud Communications; Alex Pilcher, OMD UK; Karline Matyjas, Millward Brown


Walkers is an almighty British brand. It stands far ahead of its competitors, the core1 brand alone capturing roughly £1 in every £5 spent in the crisps and salty snacks category.2 In 2009 it was having a very good year, with sales up around 9% year-on-year.3 However, underneath this top-line success lay a problem. One that concerned the most profitable segment of the business: single-pack sales. Walkers was losing share, and the rate of loss was gradually increasing (Figure 1).