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Gary Lineker is to take a back seat in the latest advert for the Walkers crisp range following a brand revamp.
The move comes as brand owner PepsiCo makes a decision to shift the marketing message to provenance in its latest push.
The new campaign focuses on Three Simple Things that make up the crisps: 100% British potatoes, Sunseed oil and seasonings with no artificial colours or preservatives.
The marketing activity began last week with the roll-out of new-look packaging across the core Walkers range.
A new on-pack flash has been added to foreground the fact the brand is dedicated to using 100% British potatoes.
The backs of the new packs now feature an illustrated panel highlighting the Three Simple Things.
In-store marketing activity, nationwide sampling and a new TV push highlighting the new three messages will next month feature with Lineker.
Walkers marketing director Miranda Sambles said: “With shoppers increasingly interested in the provenance of their food, as well as the taste, this is the perfect time to remind them about the Three Simple Things that go into a packet of Walkers crisps.”