Sandwich  (2011)

Effectiveness Company of the Year
Bronze award winner

Campaign: Sandwich
Brand: PepsiCo Walkers
Client: PepsiCo Walkers
Entrant: Abbott Mead Vickers BBDO
Principal Authors: Tom White - AMV BBDO, George Roberts - AMV BBDO
Contributing Authors: Bridget Angear - AMV BBDO, Adam Warner - PepsiCo, Gavin Morgan - PepsiCo, Julia Husband - Ninah, Danielle Morris - Freud Communications, Alex Pilcher - OMD UK, Karline Matyjas - Millward Brown
Credited Companies: AMV BBDO - Creative Agency, Jigsaw - Digital Agency, OMD UK - Media Agency, The Real Adventure - Social Marketing Agency, Freud Communications - PR Agency, PepsiCo Walkers - Client

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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.

Judge's Comments:

It was a very innovative idea that successfully launched the campaign. The results were sound, encouraging retailers to merchandise sandwiches and crisps together to facilitate link selling. Elizabeth Fagan, Marketing Director, Boots UK