Walkers Take Over Loose Women Ad Break with ‘As Live’ Integration

In this media first for ITV Daytime, Walkers has partnered with ITV1’s award-winning Daytime show Loose Women to create an innovative, fully integrated commercial campaign.  The iconic panel has taken over the ad break in an ‘as live’ debate asking the the big question: When it comes to sandwiches, ‘are you #CrispIN or #CrispOUT?

On today’s show (Monday 15th May) the first ad break saw a full takeover by Walkers, following the continuity of the programme, with viewers seemingly seeing the cameras continue to roll on the Loose Women panel.

Ruth Langsford, Brenda Edwards, Judi Love and Janet Street-Porter continued their discussions from the show with a debate on #CrispIN or #CrispOUT - Walkers’ debate on whether or not crisps belong in a sandwich. While Judi said crisps should definitely go IN a sandwich, Janet argued that crisps most definitely belong on the side, voting OUT. The takeover ended with Brenda giving the audience the final say in the debate, getting their view on all sorts of crisps from Walkers crisps to Monster Munch. Well, almost the final say – as would be expected, the Loose Women couldn’t contain their opinions!

The ad break takeover will be supported with a further 30 second advert reminding viewers where to find the hilarious content. Plus social content will run throughout the rest of the week from Loose Women, Walkers and the show talent. The partnership was creatively developed by OMD, ITV and Walkers.

The three and a half minute advert is part of Walkers’ wider #CrispIN vs #CrispOUT campaign which has run for the past two years; last year saw the brand run their own spoof political campaign, hosting a ‘Crisperendum’ public vote  in none other than the town of Sandwich (#CrispIN was the winner in case you are wondering!).

Philippa Pennington, senior marketing manager for Walkers says, “Walkers and ITV are loved and iconic British brands. We are thrilled to have partnered with Loose Women in this truly innovative campaign. Driving fun debate is at the heart of our #CrispIN #CrispOUT campaign and Ruth, Judi, Janet and Brenda have helped to bring fresh energy – and opinions - to this important lunchtime topic!”

Bhavit Chandrani, ITV director digital and creative partnerships, said, “There’s nowhere that debates topics quite like Loose Women and this partnership with Walkers shows exactly that - as the panel decide if they’re CrispsIN or CrispsOUT! This innovative campaign is a great example of the kind of creative seamless integration that ITV can bring to brands with our most well-known shows.”

Loose Women airs weekdays from 12:30pm on ITV1 & ITVX