Paddy's Perfect Pairings
"the kind of successful branded content we want to make more of"
Walkers PepsiCo
Doubled subscribers to the Walkers YouTube page
2 million views in the first 24 hours of release
Yes, on the face of it a speed dating show based around crisp sandwiches presented by Paddy McGuinness might seem a bit "off brief" but stick with me:
Every year, Walkers release limited edition flavours and to celebrate their collaboration with Heinz condiments range they opened a pop up sandwich speakeasy: where you could order crisp butties with the limited edition condiment flavours as fillings.
Turns out, as a nation we have some quite strongly held views on this kind of thing. It can divide a room, or bring people together...
So what better way to celebrate Walkers' perfect flavour pairings than with a speed dating show at the pop up shop?
I know, obvious right?
By working closely with Paddy and housing the films online on the ITV hub, the shows had the feel of a genuine series - which helped us connect with a hard to engage with younger audience who may have otherwise missed or not responded to the above the line TVC.
Oh, and they're funny.
Results:
Hailed as an example of "the kind of successful branded content we want to make more of", Paddy's Perfect Pairings doubled subscribers to the Walkers YouTube page and the total combined views across ITV and YouTube are to date are in the millions - achieving 2 million of those in the first 24 hours of release.
Dir. Mark Henderson