Walkers: Sandwich

Tom White
Abbott Mead Vickers BBDO

SUMMARY:

Walkers ‘Sandwich’ was a warm-hearted engagement idea born out of a cool and calculating planning insight.

Our objective was to help Walkers sell more crisps at lunchtime.

We understood that our solution lay not only in helping consumers make this link but, crucially, in influencing the in-store environment to get Walkers displayed next to Sandwiches in meal deals.

We weren’t afraid break the mould of the UK’s longest running TV campaign; planning was fearless in pushing for the right kind of idea to influence the people that really mattered - the buyers and decision makers at the UK’s biggest supermarkets.

We created a 3-day event in the small, sleepy town of Sandwich to prove our simple proposition - that any Sandwich is more exciting with Walkers – and we invited buyers and journalists along to join in the fun.