Walkers puts the celebrity into Sandwich

New celebrity campaign puts Walkers and sandwiches together

10 February 2010

'Walkers makes any sandwich more exciting'. That's the clear message from a new heavyweight, celebrity led campaign targeting all Brits who currently don't eat crisps with their sandwiches at lunchtime.

To launch the nationwide campaign, a host of 'A List' celebrities will be turning the ordinary into the extraordinary by making surprise guest appearances in the town of Sandwich, Kent on the 3rd, 4th and 5th of March. Residents will be left astounded as high profile celebrities including X Factor's JLS, top chef Marco Pierre White, England International Frank Lampard and 2009 Formula 1 champion Jenson Button turn up in the most unexpected places across the town.

Nine out of ten British consumers currently enjoy sandwiches at lunchtime* and are expected to spend a staggering £4.2bn** on them this year. By offering meal deals retailers can capitalise on this opportunity, targeting the three in four consumers who don't regularly eat crisps with their lunch.

Jon Kyle, Walkers Impulse Sales Director, says: "Value has become increasingly important to consumers, and this campaign will not only deliver great value meal deals to consumers but will enable retailers to leverage additional sales both during the campaign and all year round. Retailers can make sure they get their bite of the lunchtime profits by making meal deals a focus in store using the impactful POS available to raise visibility for customers."

The Sandwich activity will culminate in significant TV and digital advertising, details of which will be announced soon. To benefit from this substantial investment and drive incremental lunchtime sales Walkers recommends:

1. Offer lunchtime meal deals which give customers great value for money
2. Always include top selling products
3. Display sandwiches, crisps and soft drinks together
4. Maximise visibility and awareness of deals with POS and secondary display solutions

* AC Nielsen 04.10.09
** Mintel

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