Golden Wonder is being relaunched by new owner Tayto after going into administration last year.
The brand overhaul will include the introduction of new flavours and revamped packaging which retains the original Golden Wonder logo.
Targeting 16 to 24-year-olds, TV and press ads will initially run in Scotland where the brand has traditionally been popular, before being rolled out to the rest of the UK later in the year.
The brand has also signed a deal with an undisclosed newspaper group to help boost awareness.
Managing director Stephen Hutchinson said: "Now that we have bought the brand we want to go back to basics and really sing about the key thing we feel makes Golden Wonder a strong proposition - that intensity of flavour which we feel will really appeal to the market."
Golden Wonder was bought by the County Armagh-based firm in November last year.
The snacks manufacturer immediately sold the Wheat Crunchies and Nik Nak brands to United Biscuits UK.
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