J Walter Thompson set for £25m Golden Wonder win

LONDON - J Walter Thompson is being tipped to win Golden Wonder's advertising account, which is currently being reviewed, after the snack firm recently announced it was to put £25m behind promoting its three core brands.

The advertising and marketing investment means that Nik Naks, Wheat Crunchies and Golden Wonder Crisps will be the most significant amount spent on the brands and will allow them to compete with arch-rivals Walkers.

The £25m includes a recently signed deal worth £750,000 for Nik Naks to sponsor the second series of 'The Osbournes', the hit MTV reality show, which follows the family of former Black Sabbath front man Ozzy Osbourne.

Bartle Bogle Hegarty had handled the Nik Naks and Wheat Crunchies brands and Quiet Storm the Golden Wonder Crisps brand.

The investment is a dramatic turnaround for Golden Wonder, which spent just £1m on marketing last year. It follows last year's break-up and sale of the company.

The biggest part of the business, including Golden Wonder Crisps, Wheat Crunchies, Nik Naks and the company's own-label brands, was sold to The Snack Factory in a deal worth at least £300m. The Wotsits brand was sold off to Walkers.

The new marketing plan has been devised by Kirsty Taylor, who was promoted to marketing director in the autumn. She replaced Paul Boothman, who left the company following its acquisition by The Snack Factory.

The strategy to focus on the best performing Golden Wonder brands has also seen the scrapping of the Duets snack and dip brand last year. Despite the three main brands getting the bulk of the marketing support, there will also be more limited activity behind Goalden Balls and the Quite Strong crisps range.

The most recent activity for Golden Wonder, created by Quiet Storm and designed to give the crisp brand an "edgier feel", was banned after its drug references were deemed to be tasteless and irresponsible.

One execution of the poster campaign showed an overweight woman pushing a basket trolley with the headline "Smuggler", followed by "She has in excess of 30 bags of Golden Wonder in that trolley. Not as innocent as she looks, eh?".

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