Walkers Lunch

Walkers wanted to drive salience, relevance and conversation around crisps at lunchtime, reinforcing that a sandwich is incomplete without Walkers. Crisps at lunch are a habitual, low-involvement purchase, so the brand needed conversation and salience, not just reach. Billion Dollar Boy grounded the work in a genuinely divisive British habit: whether the crisps belong inside the sandwich or on the side is a question almost everyone has an opinion on, and the agency's research found lunch is the number one crisp occasion and the sandwich its top accompaniment. The campaign amplified an existing behaviour rather than inventing one.

The idea turned the pairing into a national debate with only two answers, #CrispIN or #CrispOUT. Olly Murs, Laura Whitmore, Roman and Martin Kemp and campaign lead Asim Chaudhry each picked a side and shared their lunchtime sandwich builds in influencer-led social videos, judged by Gordon Ramsay in the style of his established #RamsayReacts TikTok series. Casting recognisable talent on both sides kept it a contest rather than an advert.

A binary, low-stakes question made participation effortless, and borrowing Ramsay's format imported an existing audience and content grammar. Timing to lockdown, when lunch at home was shared nationally, extended the reach. Billion Dollar Boy reports 125M impressions, 11.5M video views, 167 pieces of press coverage, an 8.8% average TikTok engagement rate, +11.2% ad recall and a +37% rise in Google search interest. All figures are self-reported, with no methodology for the uplifts and no sales impact disclosed.