| Title | CRISP IN / CRISP OUT |
| Brand | PEPSICO |
| Product/Service | WALKERS CRISPS |
| Category |
A01. Data & Analytics & Insight |
|
Entrant
|
PEPSICO Reading, UNITED KINGDOM
|
|
Idea Creation
|
VCCP London, UNITED KINGDOM
|
|
Production
|
OUTSIDER London, UNITED KINGDOM
|
|
Post Production
|
FRAMESTORE London, UNITED KINGDOM
|
|
Post Production 2
|
FINGER MUSIC London, UNITED KINGDOM
|
Credits
| Fernando Kahane |
PepsiCo |
Marketing |
| Irina Panescu |
PepsiCo |
Marketing |
| Philippa Pennington |
PepsiCo |
Marketing |
| Adam Sears |
VCCP |
Creative |
| Ben Evans |
VCCP |
Creative |
| Ross Cameron |
VCCP |
Planning |
| Olivia Packshaw |
VCCP |
Account management |
| Tori Cleland |
VCCP |
Account management |
| Ed Mueller |
VCCP |
TV Producer |
| James Rouse |
Outsider |
Direction |
| Benji Howell |
Outsider |
Production |
| Alex Melman |
Photography |
Photography |
| Bill Smedley |
Bill Smedley |
Editing |
| Art Jones |
Framestore |
Editor |
| Simon Bourne |
Framestore |
Colourist |
| Paul O'Brien |
Framestore |
VFX Lead |
| Anthony Moore |
Factory |
Sound Design |
| James Utting |
Factory |
Sound Design |
| Sian Jenkins |
Framestore |
Producer |
Why is this work relevant for Creative Strategy?
This campaign is relevant for Creative Strategy because we unveiled a true consumer insight that is deep rooted in British culture and showed us British sandwich behaviour. Every Brit knows what a crisp sandwich is, some love it, others don't and it has been a controversial debate in the UK for many years. We used this key insight to create an opportunity for Walkers crisps to fuel this debate and drive sales up during lunch time to increase its frequency.
Background
Lunch is the biggest consumption occasion for Walkers. However, Walkers still needed to increase their visibility at lunchtime. In the UK “the sandwich” is the no.1 lunchtime meal and even though 88% of the UK public say that crisps make their sandwich taste better only 1 in 10 out of home and 1 in 4 in home have crisps with their sandwich. We used this insight to show Brits that eating a sandwich without Walkers (in your sandwich or on the side) is incomplete. The crisp sandwich is part of true British culture. Some like it, some don’t but every British person knows what one is.
Interpretation (30% of vote)
Walkers sales crisps were declining at an on-growing occasion- lunchtime.
After all, despite 88% of Brits agreeing that Crisps make their sandwich taste better, its not an everyday habit.
We targeted foodies, next gen and those seeking bold flavours on our Subway partnership and our instore and e-commerce sites. We executed a personalization at scale strategy, adapting the digital assets with the right product (Core Crisps, Baked or Flamin’ Hot) to the right consumer cohort (Families, Health conscious and Young consumers respectively)
To wanted to drive Walkers crisp x lunch occasion memorability we brought the UK nation’s idiosyncratic #crispin and #crispout behaviour to life. We wanted to get the people of the nation to talk about theirs and create a fun debate on this topic- a crisp community!
Insight / Breakthrough Thinking (30% of vote)
We carried out extensive social listening and 360 AO and big sofa behavioural observations research which included more than 10 hours of consumer interviews. We uncovered a very polarising yet British habit- the crisp sandwich. Understanding crisp and sandwich " triggers" for heavy frequency users. We discovered everyone has their own way of eating crisps with sandwiches.
The way Brits eat their sandwich & Walkers crisp (In / Out) is a BIG controversial territory - everyone have its own loved, and often secretive, way of enjoying crips & sandwich. 26% eat crisp IN, 34% absolutely crisp OUT and 39% both ways.
Creative Idea (20% of vote)
We decided to use this deep-rooted cultural insight and provoke a national debate by asking the nation: are you #crispin or #crispout? Creating a TVC that brought to life the British idiosyncrasies of crisps and sandwiches in a humorous way. We partnered with Subway and for the first time ever Subway offered their customers the chance to add crisps to their sub sandwiches. We worked with sandwich guru Max Halley to create a Walkers Crisps recipe book and stellar influencers to help fuel the debate across social media.
Outcome / Results (20% of vote)
• +17% growth from 2019
• +10% Frequency: consumption of Walkers crisp at lunchtime
• Subway: +23% crisp sales
• 10 Million uses of #CrispInCrispOut
• 95.8 Million organic impressions in digital
• Reached over 90% of UK adults
• Over 700 million earned media impressions