A large part of Walkers' enduring success and its status as the nation's favourite crisp brand is its marketing strategy that pays attention to all corners of the UK. The TV spot for its 'Regional Favourites' campaign sees the brand nod towards regional tastes, such as pickled onion-flavoured crisps for Scots and smoky bacon for those in the Midlands. The advert's call-to-action is to collect all six limited edition flavours to be entered into a competition to win £5,000. "This campaign gives us the chance to highlight just how diverse our crisps range is and allows people to try flavours that they may not have come across before," says Rachel Holms, the senior marketing director at parent brand PepsiCo.

By playing heavily on regional tastes, Walkers' strategy distances itself from the 'London Bubble', which marketers often focus on at the expense of other areas of the country. This is something a proportion of British society takes a dim view of, with those living outside London 21% more likely to feel that advertising isn't aimed at people in their local area, and 25% more likely to say brands don’t understand people in their region. As a result, many non-Londoners are forming negative perceptions of leading brands; when asked whether they would care if certain consumer brands simply stopped existing, 40% or more said 'no' to 48 out of 56 labels.

Rebecca Smith is a behavioral analyst at Canvas8, which specializes in behavioral insights and consumer research. She has worked with a number of global brands to help them better understand the mindsets of their audiences, from what people want from fake tan to how they feel about technology. Outside of work, you’ll find her binge-watching anime or with her nose stuck in a fantasy novel.