Walkers: Lunch - Making of

The residents of the town of Sandwich in Kent experienced the time of their lives. They were the recipients of a surprise mega event, kicking off a new campaign for Walkers Crisps. The event, which set out to prove that any Sandwich is more exciting with Walkers, ran between 3rd and 5th March. The town of Sandwich is a beautiful place, but a quiet one. So for three days, it was Walkers’ ambition to turn Sandwich into the most fun, enjoyable place in the country. This was done by staging some unbelievable live events that none of the residents of Sandwich could ever have expected. JLS played an impromptu gig for the sixth form students, Frank Lampard provided football coaching for the local team, Jenson Button picked up residents in the guise of local cabbie, Pamela Anderson poured beers in the pub alongside quizmaster Al Murray, and Marco Pierre White served up his own very special brand of gourmet sandwiches at the town market. The campaign is rolling out in two phases. The first teaser phase of TV ads will not focus on the events themselves, but on the palpable excitement and genuine reactions that they cause amongst the residents of Sandwich. Intriguing the public and leaving them wanting to know more, the ads will point people to the Walkers website (www.walkers.co.uk), where the story is explained and the videos and further content can be watched. The second phase sees the event/performance footage revealed in 60” TV ads. The campaign was created by AMV BBDO, working with Freud Communications (PR), Digital Grassroots (community liaison), Jigsaw (website build), OMD (media planning and buying) and The Real Adventure (eCRM and Social Media).