ITV Loose Women viewers say 'what the heck was that'…

ITV Loose Women viewers say 'what the heck was that' as they're left cringing over unexpected move

Loose Women viewers wondered what was going on after an unexpected move during the first show of the week. Monday's episode of the ITV lunchtime show saw Ruth Langsford at the helm as she was joined on the panel alongside Judi Love, Janet Street-Porter and Brenda Edwards.

The foursome were back for the usual fiery debates and giggle-inducing topics but things took a slightly strange turn when the show cut to the advert break only for the Loose ladies to reappear in the studio, all in the same attire, as part of an advertisement for Walkers.

In a first for ITV daytime, Walkers has partnered with Loose Women to create an innovative, fully integrated commercial campaign. The iconic panel have taken over the ad break ‘as live’ to debate the big question: when it comes to sandwiches, 'are you CrispIN or CrispOUT?'

The first ad break of the first episode of the week 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, Brenda, Judi and Janet continued their discussions from the show with a debate on CrispsIN or CrispsOUT - Walkers’ 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.

But it’s safe to say plenty of Loose Women viewers were not too impressed with the "cringe" scenes that unfolded. @michel3454234 tweeted: "What the heck was that silly advert. #LooseWomen." @TraylorHolmes asked: "What the Christ was that Walkers advert? #LooseWomen."

@BirdByTheTree posted: "I haven't watched this foolishness in a while. I'm only watching bc I'm at someone else's house. This walkers ad is next level cringe. #LooseWomen." @Darcey_Bennett_ quipped: "That’s it im never buying Walkers again due to that stupid advert #loosewomen."

But some, however, found themselves getting involved in the debate themselves as they had their say on whether crips do belong in a sandwich or not.

Philippa Pennington, senior marketing manager for Walkers said: "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, added: "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."

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