Smiths Square Crisps are being reincarnated as Walkers Square in a £4m national comeback of the brand. Walkers aims to double Square's volume sales and attract five million new consumers during 2001. Smiths Square Crisps (launched in 1976) have continued to sell well in Scotland and Lancashire even though the brand has had no promotional support in the last 10 years. Trade marketing manager Jan Beacham said: "By rebranding this sleeping giant within the Walkers portfolio we want to make its regional success a national reality." The packaging has been given a facelift but the product inside will be the same in salt & vinegar, ready salted and cheese & onion flavours. As well as standard 25g bags, a Big Eat 40g, a six pack and ten pack are being added to the range. A launch promotion offers retailers a free case of Walkers Standard Crisps with every two cases of Walkers Square and PoS material and dumpbins are available for multiples and independents. A new TV campaign ­ featuring Gary Lineker ­ breaks on March 18 with the theme They're Walkers in disguise'. {{P&P }}

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