Walkers Crisps has collaborated with communications agency VCCP to spark a debate about how Brits eat their lunchtime sandwich and crisps. 

The #crispIN or #crispOUT campaign focuses on whether consumers believe that crisps belong inside the sandwich or on the side of the plate. 

Walkers is encouraging consumers to voice their opinions on their lunchtime sandwich habits and aims to build brand love around the British crisp sandwich across multiple channels. 

The campaign launched with Walkers 40th advert, directed by James Rouse from Outsider, and explores a range of different human reactions to the iconic crisp sandwich; from pride, excitement and delight to confusion and pure disgust. The advert will run across TV and video-on-demand, with cut downs across online video and social. 

In addition, the brand will run an influencer-led social media series, featuring A-list celebrities including Olly Murs and Gordon Ramsay, led by influencer agency, Billion Dollar Boy.

“Having conducted the biggest research into crisp sandwiches, this campaign has been inspired by our consumers and their habitual behaviours. Tapping into the lunchtime sandwich market, we wanted to finally join in with the quirky, and sometimes controversial, national debate around the crisp sandwich.” said Senior Marketing Director at Walkers, Fernando Kahane.

As part of the lunch campaign, Walkers has released a brand new flavour – Flamin’ Hot – across its core potato crisps range.

As well as being inspired to create their own #crispIN or #crispOUT sandwiches at home, consumers can also experience the choice in Subway stores across England, Wales, Scotland and Northern Ireland. From 7th April to 25th May, the sandwich chain will offer Walkers Ready Salted Crisps as a topping on any sandwich, wrap or salad from an extra 20p to create a #crispIN meal.