Research found that the number one time people grab a packet of crisps is at lunch, and the number one accompaniment is a sandwich. Walkers wanted to drive salience, relevance and conversation – reinforcing that a sandwich is incomplete without Walkers.

This brought us to the big question: where should those Walkers Crisps be placed: #CrispIN or #CrispOUT?

Our creator-led social media videos leveraged A-list talent to join the debate and Gordon Ramsay judged their creations in the style of his incredibly popular #RamsayReacts TikTok series, fuelling the nation to jump into the conversation.