Marketing Communications

CASE 1 35

The impact of the campaign is illustrated by the follow-

ing quotes from the Sandwich locals:

z ‘It’s something they will remember for the rest of their

lives’ (Veronica Gomez, Headmistress, Sandwich Sixth

Form Technical College);

z ‘ Thanks for making my little town of Sandwich more

exciting!! I had a fab week meeting all the celebs

especially bumping into JLS on my lunch break :) come

back again soon x’ (carolinerose99, Walkers Sandwich

YouTube channel);

z ‘We couldn’t believe it when Frank [Lampard] came over

and pulled his hood down... There was quite a lot of

pressure for the goalie in that game!’ (Daniel Langiano,

Sandwich Tech Football Team);

z ‘I didn’t know what to do up there, so I just hugged them

and started singing with them... They all kissed me on

the cheek. Afterwards I texted everyone to tell them!’

(Stephanie, Sandwich Tech student).

Also journalists were impressed:

z Jason Richards, VP of Sales, PepsiCo UK said: ‘ The unique

and exciting nature of the campaign really captured

the imagination of our sales teams and our customers,

leading to fantastic execution of Walkers meal deals

across multiple channels’;

z ‘Sandwich was such a brilliant idea. At one point I feared

for my life as a small group of girls suddenly grew into a

mob as word got out that the hottest boys in pop were

actually in the sleepy town!’ ( Now Magazine );

The results of the campaign were impressive:

z 350 pieces of coverage across press, TV and online;

z £3.3 million advertising equivalent value generated.

z 10 000 new meal deals activated (PepsiCo) as illustrated

by the following table:

Tesco Addition of permanent stackers at front of store

JS Meal deals back on at front of store

Co-op Walkers replaces McCoys in meal deal

ASDA Box at front of store

Morrisons Walkers launches meal deals

Impulse Meal deals secured with strong POS support

The campaign helped build the sense that Walkers is a

modern, innovative brand:

z Walkers’ highest ever result for ‘would talk about with

friends’ (Millward Brown post-test, 50% vs the UK

norm of 29%);

z won a Gold ‘Direct Lion’ and Silver ‘Promo & Activation

Lion’ at Cannes.

It landed its message and built the saliency of the favourable

link between sandwiches and Walkers:

z ‘Makes my sandwich more enjoyable’ +18pts (Millward

Brown tracking).

It helped Walkers to grow its revenue from the ‘singles’

segment by 26%, beating the target of 15%. But even more

telling was the increase in singles-segment value share,

which went up by 6%, against a background of overall seg-

ment decline in 2009.

QUESTIONS

1. Describe and assess the problem identification of Walkers
   and AMVBBDO, and the solution they propose in
   terms of objectives, target groups and creative ideas.


2. Describe the main components of the campaign. Was
   the campaign well integrated, consistent and synergetic?
   Could other instruments have been used, or the same
   instruments in a different way? Which ones and how?


3. Explore the various campaign results. Do you think the
   campaign was successful?


4. Suppose you were responsible for a follow-up campaign.
   What changes would you make compared with the
   previous campaign and why?

Sources : Marketing Society Awards for Excellence 2011, category M: 360° Marketing, Client: PepsiCo, Agency: Abbott Mead Vickers BBDO, Authors: George

Roberts and Tom White (AMV), Adam Warner (PepsiCo), Guy Geerts, Darwin BBDO Belgium.

M01_PELS3221_05_SE_C01.indd 35M01_PELS3221_05_SE_C01.indd 35 5/28/13 11:09 AM5/28/13 11:09 AM