Walkers x Heinz’s new "CrispIN or CrispOUT" Campaign a Familiar Winner
Oct. 01, 2024
Walkers’ new rework of its #CrispIN or #CrispOUT campaign has once again proved a huge hit according to System1, demonstrating the power of audience familiarity as an effective TV ad and new product development strategy.
The new creative scored a “Strong” 4.6 Star Rating (long-term market share growth), alongside an “Exceptional” Spike Rating of 1.55 (short-term sales potential) and an “Exceptional” Fluency Rating of 98 (strength of brand recognition).
Walkers first ran its #CrispIN or #CrispOUT campaign in 2021 to widespread industry acclaim, with subsequent sequels in 2022 and 2023. This year’s creative pays homage to the original 2021 campaign, featuring Walkers’ new Heinz collaboration flavour crisps filling a sandwich in a traditional British afternoon tea setting.
Head of Marketing, System1 Jess Messenger said:
“Walkers’ brilliant new rework of their #CrispIN or #CrispOUT campaign is a superb example of how to embed fluent innovation – that is, new products which are 80% familiar and 20% new – into a creative. The ad might be launching a new product, but the much-loved creative is already familiar, and in turn drives considerable happiness. This is a really effective strategy for brands launching new products on TV.”
And whilst Aldi’s Baked Beans may have recently scored higher than Heinz’s Baked Beanz according to Which?, Heinz’ other innovations and collaborations have recently scored strongly with System1. In recent testing, Heinz’s Tomato Ketchup Pasta Sauce scored an impressive 4.3 Star Rating, whilst their Beans and Richard Pork Sausages and Bacon Butty Ketchup scored a Star Rating of 4.0 and 3.9 respectively.
Related News
Introducing Hagelchup: "The Most Dutch Ketchup Ever Made"
GUT's latest campaign for Heinz humorously celebrates the brand’s latest creation: Sprinkleable ketchup
Ed Sheeran is Using his hot Sauce Tingly Ted's to Make ED-ible Autographs
The Grammy-winning artist had a dream to create the "ketchup of hot sauces"— spicy sauce you can put on just about anything
For the Everyday Heroes, it is Heinz or Nothing!
In its latest ad campaign, created by BETC Paris, Heinz pays tribute to the virtuosos of tomato ketchup, who have been ignored for far too long
Latest News
Oct. 04, 2024
Ad of the Day | Corona Turns Sun into Lime Slice During Solar Eclipse
The brand photographed the phenomenon seen this week in different parts of the world to show Corona's harmony with nature
Oct. 03, 2024
Forsman & Bodenfors Brings its Singapore Group Creative Director Ivan Guerra to its NYC Hub to Bolster Creative Leadership
Forsman & Bodenfors (F&B) has expanded its creative leadership in New York