Walkers Crisps: Sandwich

In 2009 Walkers was losing share in the single pack segment of the crisps market. They identified an opportunity to turn this around by prompting the consumption of Walkers with sandwiches at lunch. Communications sought to convince consumers, journalists and trade retailers that any sandwich is more exciting with Walkers, even the town of Sandwich in Kent. A series of surprise events over three days turned the sleepy town into the most exciting place in Britain. The campaign resulted in the desired turnaround in share for the Walkers brand, a change in quality of in-store display, and a 220% long-term profit return on the marketing investment.