To combat Walkers dominant market share and media spend, Golden Wonder wanted to ignite buzz around the brand. After monitoring online conversations, I identified that the changing colours of crisp packets was an emotive issue. So we set about triggering debate and poking a stick at Walkers through social media channels.
For maximum disruption, we devised an online petition where people could campaign for change, took two mascots on a protesting tour of famous landmarks and organised a series of on-the-ground ‘amnesties’, where people could swap rival crisps for Golden Wonder in the correct colour bags.
Within three months, online mentions of Golden Wonder grew by 285% and engagement rates on its owned channels increased by 350%. Over 4500 people signed the petition, which was covered in titles including The Sun, The Mail Online and The Grocer. Significantly, Golden Wonder’s year-on-year sales increased by 75%.
The campaign won a total of five awards at the CorpComms Digi Awards, the PRMoment Awards and the CIPR PRide Awards.