The phased activity follows trials in Northern Ireland and Scotland last year, where Golden Wonder gave the crisps their debut (Marketing, 2 October 2003).
The packaging has been overhauled, using brighter colours and a simpler typeface to improve standout.
The 'burst' logo has been revamped to show a golden sun behind the brand name. This is intended to reflect the 'naturalness and freshness' of the product.
Golden Wonder crisps are cooked in pure sunflower oil, rather than a blend of oils as used by other manufacturers, but trade marketing
controller Kevin Smith said the packs would not draw attention to the crisps' 'healthier' credentials.
The packs' colour-coding will remain the same as the last time Golden Wonder crisps were on sale in England, with pale blue for Salt & Vinegar, dark blue for Ready Salted and green for Cheese & Onion variants. This is intended to maintain a contrast with Walkers' colour scheme, which uses the reverse colours for Cheese & Onion and Salt & Vinegar.
A £1m relaunch campaign, managed by design agency Vibrandt, will target males aged 16-30 and will be focused on Greater London ahead of a national roll-out within the next two years.
Radio ads by J Walter Thompson will use the strapline 'Where a crisp is a crisp'. Golden Wonder is also sponsoring Capital Gold's Sportstime show.
Sampling will take place at sporting events including Premiership football matches as well as through London newspapers.
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