Walkers: Sandwich
Abbott Mead Vickers BBDO
SUMMARY
Our challenge: only 1 in 10 lunch breaks included Walkers crisps.
The creative idea: prove Walkers can make any Sandwich more exciting, even the town of Sandwich, Kent.
Through a series of surprise celebrity-led events, we turned the sleepy town into the most exciting town in Britain. Timely distribution of content from the events through PR, TV and online channels then created a sustained buzz nation-wide.
This was an idea designed not only to lead to engaging advertising, but also to great PR material, and to natural advocacy from all those who would...