The ads launch on October 6 and is part of a major repositioning television campaign created by J Walter Thompson, which is initially being rolled out in Northern Ireland and Scotland but could see the brand relaunched across the UK.
It promote the back-to-basic qualities of Golden Wonder and features the endline "Golden Wonder: Where a crisp is a crisp". The relaunch has seen the brand return with improved product and redesigned packaging.
In a jab at Walkers, one of the four TV spots shows the consequences when an employee suggests that Golden Wonder switches its cheese and onion flavour to blue packaging -- a dig at Walkers Crisps' decision to ditch the traditional green for cheese and onion in favour of blue.
In another spot, a male Golden Wonder employee suggests that instead of selling cheese and onion crisps, they could change it to "brie and shallot", but this is deemed to be unnecessary and, instead, a spokesman decides to change the name of the employee to Jenna Taylor.
In a third spot, a similarly ridiculous suggestions is met with outlandish punishments -- including one meted out by Colin Montgomerie, the burly Scottish golfer.
The campaign was written and art directed by Matt Collier and Wayne Robinson at JWT. Media buying and planning is through Starcom Motive. The ads were directed by the Swede Ulf Johansson, formerly of Traktor.
The television advertising will be backed with outdoor and radio activity, sampling and promotions, which will encourage consumers to rant about other parts of life that have become overly poncey.
The relaunch follows the sale of Golden Wonder last year to private-label snack producer The Snack Factory in a deal estimated to be worth more than 拢300m.
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