Walkers is again celebrating the nation's love of crisps and sandwiches at lunchtime with the launch of its latest campaign, which aims to help retailers drive sales by offering thousands of consumers the opportunity to win a free lunch every minute between 12-2pm.
The new on-pack promotion will run from 1 May until 25 June, during the peak lunch hours of 12pm to 2pm. This is one of Walkers’ biggest promotions to date with 33 SKUs included across Walkers sub-brands, including the Walkers Core range, Walkers 45 per cent Less Salt, Walkers Baked, Quavers, Wotsits, Monster Munch and Squares.
To support and drive widespread awareness of the free lunch offer, Walkers is also bringing back its iconic #CrispIN or #CrispOUT campaign, which asks consumers whether they prefer their lunchtime sandwich with crisps inside them, or as an accompaniment. This year the debate will be taken to a whole new level through the introduction of even more varieties of crisps; Walkers will be provoking the nation by asking whether they remain #Crispin or #Crispout when it comes to Wotsits, Monster Munch and Quavers: is their inclusion in a sandwich too tempting to resist, or one step too far? The campaign will bring this to life with a revamped TV advert running from 8 May.
The lunch occasion is the number-one snacking moment for crisps during the day and also the number-one consumption moment for Walkers, highlighting the value of lunchtime crisp sales for retailers. Walkers aims to assist retailers in improving their sales of crisps over lunchtime by making crisps & sandwiches (the number one meal eaten at lunchtime), inseparable in shoppers minds.
There is a clear frequency opportunity to go after: whilst 68 per cent of Brits enjoy the occasional bag of crisps with their sandwiches, only one in seven do so in out-of-home lunch sandwich occasions and one in ten in-home sandwich occasions contain crisps. By positioning Walkers crisps as the delicious sandwich accompaniment via the on-pack promotion and high impact campaign, the brand will drive frequency of sales and cement Walkers as an essential part of lunch.
“Lunch is the number one snacking moment across the day and therefore a key opportunity for retailers," said Philippa Pennington, Walkers Senior Brand Marketing Manager at PepsiCo. "By offering customers the chance to win a free lunch every minute between 12pm and 2pm, we are aiming to help retailers tap into the opportunity available within the lunch occasion.
“By bringing back our #CrispIN or #CrispOUT campaign, we will reignite the hotly contested debate on whether crisps belong in a sandwich, and by including the wider Walkers snacks portfolio in the campaign we spark conversation amongst consumers and inspire a whole new world of crisp and sandwich combinations.”
The competition will run from 1 May until 25 June, with the revamped #CrispIN or #CrispOUT advert airing on TV from 8 May. The campaign will be supported by in-store marketing, digital, influencer and PR activity.
