What in God’s name have they done to the Walker’s packet? No doubt the agency were given a brief to “take Walkers into the 21st snackin’ century”, and with the wave of a Soho creative’s polo-necked arm, and a Mac operators liberal sprinkling of gold foil metallic effect block caps, that’s exactly what they’ve done.
If astronauts ate crisps on the moon, this is what they would eat. There was once a time when Walker’s idiosyncratic colour scheme was enough to signal their exciting flavours to the passing peckish punter. Not any more, apparently, which is why they’ve now plastered garish inch-high lettering across the packet, large enough to notify even the most ignorant of casual crisp eaters as to the contents contained therein.
I haven’t been a Walkers fan in a long time. In fact I’ve been boycotting them since their alleged price-fixing and behind-the-scenes bungs to supermarket chiefs drove Golden Wonder out of the UK snack market. Now Golden Wonder are in snack limbo, bankrupted by Walker’s modern marketing machine. And Walkers? They’re partying like it’s 2013.