CASE STUDY: Walkers Barmy for Sarnies

Provided by Initials Marketing
To launch Walkers' limited edition range of sandwich flavoured crisps, we got the nation going Barmy For Sarnies.

What was the Challenge / Background of the Campaign?

The Great British public love a good sarnie. Be it a bacon butty, a chicken filled cob or a cheese toastie - we eat over 11 billion of them every year. We were asked to create a launch campaign for Walkers new sarnie flavoured crisps to engage & excite the nation to give them a go. In honour of the tasty crisp/sandwich union we opened The Walkers Crisp Sarnie Club & invited the nation to go Barmy for Sarnies. Our hidden prohibition-style speak-easy pop up sandwich bar was a sellout for 4 weeks, & even became the venue for web-series dating show hosted by Paddy McGuinness.

What was the Campaign Objective?

Launch the new limited edition flavours and drive trial.

What was the Solution?

Celebrate the nation's love of the humble sarnie with a completely unique experience that would excite the nation and get them to go Barmy for Sarnies.

What were the Results?

-9,488,463 PR reach -8 million social impressions -2,500 consumers came through the experience over four weeks -£8 million sales of the limited-edition sarnie flavoured crisps, beating all previous limited edition sales records

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details9,488,463 PR reach, 8m social impressions, 2,500 consumers
16 - 24
25 - 34
35 - 44
45 - 54
Both
AB
ABC1
C2
DE
SOCIAL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL01 Sep 16 - 31 Oct 16BUILD AWARENESSEXPERIENTIAL
PUBLIC RELATIONS
SAMPLING
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