When it comes to the crunch

Devised by VCCP London, the campaign aims to reignite the nation’s love for the brand, following shortages that have seen Walkers crisps temporarily absent from UK supermarket shelves.

Britain’s Most Loved Crisps, directed by Dreamjob, through Curate Films, is set to the Madness hit, It Must Be Love and gleefully displays how crisps and snacks, whether ridged, smooth, or fancy shaped – are all equally irresistible.

In fact, neuroscientific research into snacking has shown that the crunch sound that occurs on consumption is an important part of a food's allure.

Studies in the food journal Appetite, found that snacks described as crunchy were more attractive to snackers and people were inclined to eat fewer crisps if that reliable crackling sound was muted by headphones – the full auditory joy of that pleasing crackle being an essential part of the crisp experience.