The Walkers brand (Frito-Lay) is promoting its crisps with the help of a huge integral campaign, launched both on digital and TV platforms. The brand says that any sandwich will taste yet better if it’s made with its crisps. The “geographical centre” of the campaign is a little English town of Sandwich, in Kent County.
The movement is supported by celebrities, who have integrated themselves in the quiet life in the depth of the country. Jenson Button, boy band JLS , Pamela Anderson, Gary Lineker, Frank Lampard, chef Marco Pierre White and comedian Al Murray signed up to take part in the campaign and are turned into common residents of the town. On the website visitors can walk about the virtual town and watch videos featuring the famous people.
It’s quite hard to believe, but in the adverts Pam is working as a barmaid, Jenson Button is driving a cab and Gary Lineker is dressed in a sandwich costume. «We believe that Walkers can make any sandwich that little bit more exciting – even this one,» said Gary Lineker. And all this is done to convince the consumers that Walkers can turn your sandwich into something more than just tasty food.
«The new Walkers ad is all about taking the ordinary and making it extraordinary,» noted Miranda Sambles, marketing director for Walkers.
To stay tuned in, visit Facebook fan page of the brand or find it on Twitter by hashtag #sandwichevent.