Title	CRISP IN / CRISP OUT
Brand	PEPSICO
Product/Service	WALKERS 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

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

Why is this work relevant for PR?

This work is relevant for PR as the campaign was created from a deep rooted cultural British insight- the crisp sandwich. The crisp sandwich has been a controversial topic in the UK for many years and the debate has gained media attention throughout this time. We created a campaign that fuelled the debate and landed our brand in the middle of this conversation.

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 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 also know that a crisp sandwich is part of true British culture. Some like it, some don’t but every British person knows what one is. We used this insight to come up with the creative and show Brits that eating a sandwich without Walkers (in your sandwich or on the side) is incomplete.

Describe the creative idea (20% of vote)

Our aim here was to let fame drive our creative. We got the whole nation talking by asking the question are you #crispin or #crispout. To include a media video featuring Walkers ambassador Gary Lineker and King of Controversy Gordon Ramsey. They joined the debate on Ramseys “ React series” on Tik Tok where he reacted to crisp combinations from other influencers such as Olly Murs, Laura Whitmore and Asim Chaundry. We created a first of its kind partnership with Subway by offering consumers a chance to add crisps to their sandwich turning 2250 restaurants into media touchpoints. We created a TVC bringing to life British idiosyncrasies of having crisps with sandwiches.

Describe the PR strategy (30% of vote)

The crisp sandwich has caused controversy for many years across the nation. Some love it, others don’t but everyone knows what one is. Using this deep-rooted insight, we wanted to reignite this debate and place Walkers at the forefront at the same time. Instead of us asking the question “do you like crisps in your sandwich?” we asked the question “How do you eat your sandwich with Walkers…are you crispIn or crispOut?” Turning a YES/NO answer into a YES/YES answer. We wanted to get the people of the nation to talk about theirs and create a fun debate on this topic- a crisp community! We also targeted foodies, next gen and those seeking bold flavours on our Subway partnership and our instore and e-commerce sites. We also created a TVC, a Walkers crisp sandwich recipe book and e-Comm shoppable ads.

Describe the PR execution (20% of vote)

The PR strategy was dividing in 2 stages: 1. Fuel the debate: To fuel the debate we released the most comprehensive consumer research about sandwich and crisp consumption ever done in the UK. We also leveraged TikTok Gordon Ramsey Reacts platform & partnered with influencers such as Olly Murs, Laura Whitmore, Roman and Martin Kemp and Assim Chaudhry to drive social conversation. These stars not only offered their opinion on #in or #out on twitter, Instagram and TikTok, but created their own sandwich crisp combos to Ramsey reacts on his own social platform. 2. Driving Culture: To Drive culture currency we partnered with Subway, creating a first of its kind partnership with Subway by offering consumers a chance to add crisps to their sandwich turning 2250 restaurants into media touchpoints. We also partnered with Max Harley to launch a Walkers Crisp sandwich book with +20 recipes.

List the results (30% of vote)

We achieved over 450 pieces of editorial coverage including over 20 mins of TV coverage across BBC, ITV and channel 5. We achieved over 10 million uses of #CrispInCrispOut- we inspired people to get involved in the debate including celebrities and brands like Heinz, Lynx, Lurpak and Toyota. Over 95.8 million organic impressions in digital. The subway restaurants in partnership achieved a 23% increase in crisp sales. A 17% increase in sales from the same period in 2019.

Please tell us about the cultural insight that inspired the work

Although it is not an everyday habit, every British person knows what a crisp sandwich is, some Brits love it and some don’t, but every Brit knows what one is. It has been part of British culture for many years and the people in the UK love talking about which crisps they would put in their sandwich of choice. Taking this deep-rooted cultural insight, we decided to ask the nation are you #crispin (crisps in your sandwich) or #crispout (crisps on the side and not in the sandwich) placing Walkers at the forefront of this conversation and reigniting the national debate.