By Amy Houston, Senior Reporter

May 30, 2022 | 3 min read

Are you crisp-in or crisp-out when it comes to your sandwiches? Walkers, alongside its agency VCCP London, is reigniting the debate with a new ad that sees a whole load of famous faces weighing in.

The ’CrispIN, CrispOUT’ campaign is back for a second year and this time the snack brand is hosting a satirical political debate to settle the divisive topic. In the spoof film, Gordon Ramsay, Gemma Collins, Munya Chawawa, Nigella Lawson, Fred Sirieix and Ed Balls act as political leaders canvassing the residents of the town of Sandwich, Kent.


“Reframing the question of ‘whether you eat’ to ‘how you eat’ your Walkers crisps at lunchtime drove huge levels of debate on whether crisps belong in or out of sandwiches in 2021. However, one thing was clear….the nation could not agree,” said Rachael Smith, senior marketing director for Walkers Snacks at PepsiCo.

“We thought it was time we settled the debate once and for all and turned to the sandwich experts of Britain, the residents of Sandwich town, Kent. The idea sparked a team creative brainstorm and soon exploded into a political campaign parody with top celebrity talent such as Nigella Lawson & Gordon Ramsay spearheading our CrispIN and CrispOUT parties. Our 2022 campaign is all about reveling in the CrispIN, CrispOUT controversy, and in doing so reinforcing mental availability of Walkers at the lunchtime occasion.”


The campaign is inspired by sandwiches being Britain’s number one lunchtime food.

“Are you CrispIN or CrispOUT? The debate that gripped the nation is back for a second helping and although we may not agree on everything, we can all agree on one thing – a sandwich without Walkers crisps is a sandwich not worth eating,” added Ross Neil, deputy executive creative director at VCCP London.

“Using the format of the news was the perfect way to house the great content we have been able to produce with some very familiar faces. From Gordon Ramsay, to Nigella Lawson, and even the GC herself it’s been so fun working with a host of incredible talent to bring this brilliantly funny film to life. No pressure Sandwich but it better be CrispIN!”

From today, the ad will run for 3 weeks across social media and will result with a PR event in the town of Sandwich. The crisp brand will also run an online series, created by influencer agency Billion Dollar Boy, featuring Lady Leshurr, Josh Denzel and Scarlett Mofatt. Media has been planned and executed by OMD and Sips+Bites.

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Walkers: CrispIN, CrispOUT by VCCP London

By Walkers

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