Walkers is aiming to “add excitement” to its latest sandwich-inspired flavours campaign with a new TV advert and pop-up crisp sarnie shop.
Building on its tie-up with Heinz to launch the six limited-edition flavours which include Bacon & Tomato Ketchup, Ham & Mustard and Cheese, Cucumber & Salad Cream, Walkers’ latest activity will offer consumers the chance to win £10,000 every week, as well as ‘sarnie’ themed prizes and free crisps.
In the new TV advert, its brand ambassador Gary Lineker will be joined by comedian Paddy McGuiness to run a club serving only crisp sarnies. The new TV creative, launching on 1 September, will see Lineker and McGuiness take over a real café where they will create and serve customers with crisp sandwiches. There is a much surprised reaction from the crowd as McGuiness presents them with a Walkers spin on a crisp sandwich. During filming one lucky customer received £10,000 in a sandwich.
To support the campaign, Walkers will be offering members of the public the opportunity to buy tickets to visit the ‘Walkers Crisp Sarnie Club’ pop-up. Visitors will be invited to an unassuming newsagent in London where they will go through a hidden door, behind a crisps display, to enter the exclusive crisp sarnie experience. The Walkers Crisp Sarnie Club will give ticket holders the chance to immerse themselves in a mixture of experiences such as ‘Build Your Own Sarnie’, an interactive menu and a squidgy ‘bread bed’ and the opportunity try a host of crisp sandwiches.
Customers will be able to bag themselves a ticket to the pop-up shop by purchasing them online. The pop-up will be located on Tooley Street and open from the 8 September until 1 October.
Thomas Barkholt, Marketing Director at Walkers, commented: “Our new ad and experiential experience are great ways to drive further excitement behind our on-pack Flavours promotion. The pop-up shop is a brand new concept for us and we are sure it will give consumers an unforgettable experience.”