CRISP IN / CRISP OUT

TitleCRISP IN / CRISP OUT
BrandPEPSICO
Product/ServiceWALKERS CRISPS
Category G05. Cultural 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
Name Company Position
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

Write a short summary of what happens in the film

In our ad we show people from across the UK debating the age old lunchtime question: Crisps in or out of your sandwich. The ad playfully moves through different individuals showcasing their idiosyncratic lunchtime habits. We set scenes in the home, the office, outside school and even in a posh restaurant to illustrate how this debate is UK wide across all generations. From a confused grandson to a disturbed boyfriend to a mortified wife, we show how polarising crisps in your sandwich can truly be! At the end of our film we turn and address the British public and ask them: are you crisp in, or crisp out?

Please tell us about the cultural insight that inspired the work

Pre-pandemic, 1 in 10 lunches eaten outside of the home included our product. Post-pandemic, eating habits were turned on their head and we were faced with a big challenge to reassert our crisps as a staple for the lunchtime occasion. Through research we discovered that when it comes to how people consume crisps at lunchtime the nation is divided. 26% of people told us they loved putting crisps inside their sandwich, 34% of people wouldn’t dream of it and 39% enjoy both ways (In and out). Digging further, social listening uncovered that 22,000 people mentioned crisps sandwiches on their platforms (data from 2020), while focus groups revealed that 1 in 3 who eat lunch ‘Crisp In’ are ashamed to tell people. With the above in mind, it was a no-brainer to amplify the British debate and get the whole nation to open up about how they eat their lunch.