Claiming to be the biggest spend in the brand's 60 -year history, the investment will include a heavyweight ad campaign designed to reinforce the message that Walkers are made from 100 per cent British potatoes.
Activity will kick off with the re-airing of its Home Grown TV ad depicting brand ambassador Gary Lineker and a group of farmers enjoying the mud and rain that helps create the perfect growing conditions for the potatoes.
Consumer promotions, press ads, outdoor PR and on line activity will back the push, and throughout the year Walkers will be touring the country with its Hot Crisps van.
Impulse director David Biggs said: "To maximise impulse sales of crisps and snacks in 2008, we recommend that retailers invest time in improving their fixture display, providing space to focus on the best sellers.
"Approximately 80 per cent of category sales come from the top 20†brands. Research shows that reducing your range by 20 per cent and focusing on the core brands, retailers can increase sales dramatically."