Walkers’ rework of its #CrispIN or #CrispOUT campaign has once again proved a hit according to System1, the testing platform for effective ads, demonstrating the power of audience familiarity as an effective TV ad and new product development strategy.

The new creative scored a ‘Strong’ 4.6 Star Rating (long-term market share growth), alongside an ‘Exceptional’ Spike Rating of 1.55 (short-term sales potential) and an ‘Exceptional’ Fluency Rating of 98 (strength of brand recognition).

Walkers first ran its #CrispIN or #CrispOUT campaign in 2021 to industry acclaim, with subsequent sequels in 2022 and 2023. This year’s creative pays homage to the original 2021 campaign, featuring Walkers’ new Heinz collaboration flavour crisps filling a sandwich in a traditional British afternoon tea setting.

“Walkers’ brilliant new rework of their #CrispIN or #CrispOUT campaign is a superb example of how to embed fluent innovation – that is, new products which are 80 per cent familiar and 20 per cent new – into a creative,” said Jess Messenger, Head of Marketing, System1. “The ad might be launching a new product, but the much-loved creative is already familiar, and in turn drives considerable happiness. This is a really effective strategy for brands launching new products on TV.”

And whilst Aldi’s Baked Beans may have recently scored higher than Heinz’s Baked Beanz according to Which?, Heinz’ other innovations and collaborations have recently scored strongly with System1. In recent testing, Heinz’s Tomato Ketchup Pasta Sauce scored an impressive 4.3 Star Rating, whilst their Beans and Richard Pork Sausages and Bacon Butty Ketchup scored a Star Rating of 4.0 and 3.9 respectively.