After a campaign to post Walkers packets back to the crisps maker caused postal chaos in September, it pledged to launch a bag recycling scheme. And here it is!
An animated ad, voiced by Gary Lineker, starts off by showing some of the neat things that can be made with recycled bags: watering cans, picnic benches and flowerpots.
So what do crisp munchers need to do? The ad is - perhaps necessarily - light on detail. It tells us to give the packs a wash (it visualises a quick rinse from the watering can) and tells us about ‘hundreds of collection points across the UK’.
But will those who were happy to stuff crisp bags into postboxes make the additional effort? Walkers has put the ball in their court.