Remember this song?
“We go together.
Like rama lama lama ka dinga da dinga dong. Remembered forever.
As shoo-bop sha wadda wadda yippity boom de boom.
Chang chang changitty chang sha-bop.
That’s the way it should be. Wah-oooh, yeah!”
Of course, for all you Grease fans, it’s instantly recognisable.
It just goes to show we love a good pair, well, cause threes a crowd.”
In fact, pairing happens to be one of the most powerful marketing techniques we can have.
Would you like fries with your burger? How about some Baileys with your ice cream? Is anyone for a Jack Daniels and Coke? You get the picture.
It’s instilled in us at a young age.
For anyone with toddlers will not be able to miss this YouTube hit sensation;
Do you like broccoli ice cream song.
We are taught what works well together from our early years, certainly not broccoli ice cream!
Walker’s the UKs largest crisp brand, knows a thing or too about the power of pairing with a sandwich. A crispy sandwich is a staple from most British childhoods. So it’s become as popular as fish and chips.
What’s more when most British people eat a sandwich at lunchtime. So not only was there a mega opportunity to pair up with the infamous sandwich, but doing so during one of the day’s main meals is a dream come true for a marketer.
“Lunch is the number one snacking moment across the day and therefore a key opportunity for retailers,” PepsiCo Walkers senior brand marketing manager, Philippa Pennington.
Walkers have recently reintroduced their iconic #CrispIN or #CrispOUT campaign to capitalise on this occasion and the sarnie association.
It accompanies a new on-pack promotion allowing the nation to win a free lunch every minute between 12-2 pm.
To get people talking even more, they are introducing a wider variety of crisps such as Wotsits, Monster Munch and Quavers.
Last year, celebrities like Gordon Ramsay and Gary Lineker were featured in the campaign, seen here.
Intel from Walkers suggests that only around 15% of us currently munch on a crisp sandwich, so there is much room to grow.
The campaign hopes to generate a frequency of consumption, introduce new category buyers and make Walkers an essential part of lunch.
What are the key takeaways from this activity?
1. Occasions and associations
A bold vision to become an “essential part of lunch” driven through association-based marketing.
It is a well-proven technique built on the work of Kanheman’s Associative Memory theory.
It states that “cells that fire together, wire together”.
It means that if you can attach yourself to an already established memory or habit, you are more likely to be remembered and re-called at the right moment.
Undoubtedly, by latching on to an occasion such as lunch, you’re already onto a winner as well.
2. Talk of the town at the right time
Creating a huge buzz around your campaign and getting people involved is ace. What’s more, but doing a promo at lunchtime, you are solidifying the occasion and getting people to talk at the right moment, i.e. when they are munching.
You see to build memory structures it pays dividends to create a buzz in the occasion you are trying to solidify yourself in.
3. Celebrity backing
Walkers know the value of a good celebrity endorsement. Especially ones that endure like their long-standing relationship with Gary Lineker.
Celebrities’ role in building advocacy, endorsement, and re-call is also as old as marketing.
So all in all, an intelligent move by the kings of Crisps and no doubt will edge them one step further to make sandwiches and crisps as synonymous as the BLT, bacon, tomato, egg, and mayo, you know what I mean. Ah I’m really hungry now!