Snack brand Pipers Crisps has is taking on Waitrose with a cheeky snap out-of-home campaign that pokes fun at the grocery giant’s flagship summer billboards.

Making full use of the ever-nimble mobile van billboards, the Lincolnshire-based firm has strategically placed a banterous response to Waitrose’s “You were never going to ‘just bring crisps'”, with its own “Unless it was THESE crisps”.

Placed on the A2 Old Kent Road in South London, the quip was crafted in good spirit and even prompted a response from the premium grocer’s social team, which commented: “A bold claim! We’re going to need some compelling evidence… pass the bag!”

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On the activation, Fernando Kahane, Pipers Crisps spokesperson said: “We’ve got a lot of respect for Waitrose, but when it comes to crisps with real punch and provenance, we like to let our flavour do the talking. Our van just helped start the conversation.”

The activation was conceived and executed by PepsiCo’s in-house creative agency, Sips & bites in partnership with PepsiCo’s in-house media team and Talon.