This weekend, Walkers worked with creative agency Initials to settle the debate on whether sandwiches are better #CrispIN or #CrispOUT with an exclusive event in none other than Sandwich, Kent.
The news comes months after Subway announced a new brand partnership campaign with Walkers by appointing its very own ‘Crisp Sandwich Sommelier’, the TikTok ‘Potato Queen’ Poppy O’Toole.
Responsible for the creation and management of the ‘Big Sandwich Vote’, Initials and the crisp brand utilised ‘two famous rivals’, Gemma Collins and Fred Sirieix, to create an ‘epic showdown’.
The vote took place after weeks of campaigning, which saw the release of an official campaign video, featuring Nigella Lawson, Gordon Ramsay and Ed Balls.
After 34% of the town’s residents (1,500 people) turned out to vote, the decision was made that the answer is ‘Crisp IN!’
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“It was great to partner with Initials, who led the experiential side of our CrispIN CrispOUT campaign this year, with our much-anticipated Big Sandwich vote event,” Walkers marketing manager Rachael Smith, said.
“The arrival parade was a sight like no other, led by the town crier, followed by Gary Lineker on the CrispIN CrispOUT bus and followed up by Gemma Collins and Fred Sirieix on their respective campaign tractors and their most ardent CrispIN and CrispOUT supporters.”
In the lead up to the big vote, Initial also teased POS in local pubs and businesses and “dialled up all comms” on the event through the engagement of local businesses and a takeover on local radio.
Initials group account director Julie Sexton added: “Working with Walkers and the other agencies on this project has been super exciting – especially seeing all the different campaign elements come together at the event on Sunday. The event was a success.”
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