#Don’tKeepTheCrunchQuiet
Social Media Campaign
Challenge
‘Studies show that Brits say, ‘I’m fine’ 14 times a week, but only mean it 19% of the time’. This brief, introduced by Walkers, aims to change this narrative and in doing so, improve people’s mental wellbeing. To connect with consumers aged 18-30, humour and mutual experiences are used to unite people and overcome mental health struggles. Utilising the reach of the Walkers brand to create a social media led campaign with a strong underlying concept.
It is a commonly known phenomenon (also known as misophonia) that many people, especially us polite Brits, don’t like the sound of noisy eaters, specifically in settings where the environment should be very ‘hush hush’, such as a library.
Spark
Idea
What if the idea of trying to keep quiet about your feelings was compared to the ridiculousness of trying to eat a bag of crisps quietly? It can be difficult to open up about mental health and it can sometimes feel like we have reached a ‘crunch point’. ‘#Don’tKeepTheCrunchQuiet’ is the thread that ties this social media campaign together. The audience become engaged through a TikTok trend where the challenge is to eat a bag of crisps silently. Other touchpoints include the use of the ‘noisy brain’ motif in Instagram posts and the sharing of the explainer video by Walkers.
