Humour proved to be a great way to promote Walkers limited edition Heinz sandwich flavour crisps to an audience that might not have engaged with its TV campaign. Drum borrowed from popular culture and used Paddy McGuinness, the host of ITV’s popular Take Me Out dating show, the ideal choice to front a mini-series of four short humorous episodes that reinforced the ‘perfect pairings’ of the flavours. Each episode featured a single boy or girl who visits Walkers Crisp Sarnie Club – a pop-up crisp restaurant – in a bid to find their perfect partners on a speed date over a crisp sandwich. Drum worked closely with ITV to ensure that the content had the look and feel of real programming.
The series was hosted on ITV Player and YouTube and was promoted across these channels as well as other digital inventory, including Facebook. It resulted in 2.4 million video views and over 900,000 total impressions.