The snacks firm is trying out the positioning for Golden Wonder Crisps in Scotland and Northern Ireland with a heavyweight TV and outdoor push.
Insiders believe the relaunch could trigger a full-scale roll-out of the brand in England, where it currently lacks a distribution deal.
The campaign, which launches on October 6 with a roadblock TV ad on all channels across shows including The Premiership and The Frank Skinner Show, encourages consumers to challenge the current fad in the crisps market for unusual shapes and flavours.
It sees the introduction of a positioning for Golden Wonder under the strapline 'Where a Crisp is a Crisp'.
Four TV executions, the first work created by J Walter Thompson since it won the assignment earlier this year, will show a series of ludicrous scenarios in which Golden Wonder is positioned as the down-to-earth alternative.
In one, an employee of the snack firm, which changed ownership last year when the business was sold to Snack Factory owner Longolf, suggests changing the name of Golden Wonder's cheese and onion flavour to brie and shallot, and is punished by having his own name changed by deed poll to Jenna Taylor.
Another features a cameo appearance from Scottish golfer Colin Montgomerie, who is seen being put off a crucial putt by a Golden Wonder consumer.
The ads also mock Walkers for changing the traditional colour of cheese and onion packaging from green to blue.
The relaunch, which includes cartoon-style packaging for the brand, comes as Golden Wonder searches for a marketing director to replace Kirsty Taylor. Other brands in the firm's portfolio include Nik Naks and Wheat Crunchies.
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