Loose Women unite with Walkers for ‘integrated commercial campaign’

In a media first, for ITV Daytime, Walkers has partnered with ITV1’s debate show Loose Women to create an innovative, fully integrated commercial campaign. Some of the faces from the regular panel have taken over the ad break ‘as live’ to debate the big question: when it comes to sandwiches, ‘are you CrispIN or CrispOUT?

Bhavit Chandrani, ITV Director Digital and Creative Partnerships:

“There’s nowhere that debates topics quite like Loose Women and this partnership with Walkers shows exactly that – as the panel decides 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.”

On today’s show (Monday 15 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 CrispsIN or CrispsOUT the debate on whether or not crisps really do 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.

Loose Women and the Walkers’ debate advert.

With Brenda giving the audience the final say in the debate. Well almost, as Ruth had a last-minute admission. The ad break takeover will be supported with a 30-second advert, reminding viewers where to find the content. Plus social content 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 CrispsIN vs CrispsOUT campaign which last year saw Walkers create their own political campaign, hosting a referendum in none other than the town of Sandwich (#CrispIN was the winner, with voting turnout JUST behind the 2019 general election)!

Philippa Pennington, Senior Marketing Manager for Walkers:

“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!”

Loose Women airs weekdays from 12:30pm on ITV1, ITVX, STV and the STV Player