PepsiCo Walkers: Sandwich

Tom White and George Roberts

In 2009 Walkers was losing share in the single pack segment of the UK crisps market. The brand identified an opportunity to turn this around by prompting the consumption of Walkers with sandwiches at lunch.

PepsiCo Walkers: Sandwich

Principal Authors: Tom White and George Roberts, AMV BBDOContributing 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

Introduction

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.3However, underneath this top-line success lay a...

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