PepsiCo: Lunchtime crunchtime – TV pre-testing excellence

PepsiCo leveraged a new partnership with Zappi and Acacia Avenue for the development of a TVC that enabled crisp brand Walkers to shine a light on a quintessentially British lunchtime secret.

Summary

Lunch is a big deal in the world of crisps. In the three years ending 2019 lunch represented 41% of Walkers potato crisp consumption, but Walkers was losing the battle, with 26 million lost occasions in 2018-2020.

This is the story of how PepsiCo 'raised the bar' on Creative excellence for a tentpole campaign, leveraging a new partnership with two polar opposites of the industry - Zappi and Acacia Avenue - to supercharge its creative development process.

The partnership meticulously honed the CrispIN/CrispOUT TV execution using Zappi's advanced, agile consumer insights platform (called Ada at PepsiCo), Acacia Avenue's creative...

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