Worked as specialist communications and political advisor to AMV BBDO on Walkers 'Sandwich' campaign. This integrated campaign saw the brand stage a series of stunts in the tiny village of Sandwich, then release 27 separate pieces of content on social media in one week. It broke new ground for the previously TV-led crisp brand, and contributed to an 11% increase in sales for Walkers.
As the entire campaign premise relied on it remaining a secret to ensure genuine surprised reactions of community members being filmed my role was to meet in secret with key political and community key opinion leaders in Kent and initially scope at arms length from Pepsico the political environment and conduct an issues risk assessment around the possibility of any community or political backlash around such a campaign. Then when given full green light I worked on the ground to develop innovative political and community outreach programs before, during and after this campaign to ensure the film shoot and multi-channel marketing and comms campaign ran smoothly.
The campaign won Gold, two Silvers and a Bronze at the 2011 Cannes Lions Festival.