New TV, radio and poster advertising through J. Walter Thompson, the first by the agency since winning the account in February, ridicules its rival's "poncey" reputation for fancy flavours and the use of famous names such as Gary Lineker in its promotions.
The initiative, breaking on Monday in Scotland and Northern Ireland, marks the start of what Golden Wonder, the UK's third-largest snack producer, says will be a major assault on the £2.2 billion snackfood market.
Its aim is to close the gap between itself and the Pepsico-owned Walkers, which spends more than £15 million above-the-line according to Nielsen Media Research.
The long-running Lineker campaign, through Abbott Mead Vickers BBDO, has turned Walkers into Britain's second-largest grocery brand with sales almost four times those of its nearest rival.
The new advertising for Golden Wonder, the first work to be oveseen by Nick Bell since his arrival at JWT from Leo Burnett as the executive creative director, uses the golfer Colin Montgomerie as part of its tactic to debunk the Walkers celebrity cult.
In one ad, Montgomerie, famous for a long line of run-ins with spectators, blows his top after a Golden Wonder-eating onlooker explodes his empty packet just as he's about to make a championship-winning putt.
Another has a dig at Walkers for putting its crisps in a blue rather than a green bag. In the ad a football fan eating from a blue bag finds his ticket has been switched, putting him in the midst of the opposing team's supporters.
The ads, written by Matt Collier and art directed by Wayne Robinson, were directed by Ulf Johansson at Simth & Jones Films.
Media planning and buying is by Starcom Motive.
is planning and buying media for the campaign which is targeting 16- to 34-year-olds with posters in major conurbations and TV spots running around such programmes as the Frank Skinner Show, The Premiership and Pop Idol.
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