Walkers kicks off marketing campaign targeting lunchtime opportunity   

Walkers has announced a major marketing campaign to help retailers win at lunchtime.

Called #crispIN or #crispOUT, the conversational and disruptive campaign will reignite the age-old British debate around the crisp sandwich across multiple channels, encouraging consumers to voice their opinion on their lunchtime and sandwich habits.

“Walkers has always focused on bringing smiles to the nation and this campaign is no exception,” commented Philippa Pennington, marketing manager at Walkers.

“We all know that sandwiches and crisps are a matchmade 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 (but fun!) 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.”

As lunch is the number one snacking moment across the day, and is responsible for 40 per cent of all salty snacks consumption, the campaign will encourage people to grab a bag of their favourite flavour Walkers crisps with their lunch. With 78 per cent of Brits already enjoying the occasional bag of crisps with their sandwiches, the brand aims to unlock the huge category opportunity.

“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,” Pennington added.

The campaign will be rolled out across TV, social, PR, and feature social media content from A-list celebrities.

As well as being inspired to create their own #crispin or #crispout sandwiches at home, consumers will have the ability to experience the choice in Subway stores across England, Wales, Scotland and Northern Ireland.

#crispIn or #crispOut advertising campaign will launch TODAY (16 April) and be active for 9 weeks until 20 June.