This weekend, drivers on the A2 Old Kent Road in South London were treated to a flavour-packed bit of billboard banter, as Lincolnshire-based crisp brand, Pipers Crisps, rolled up with a bold, and brilliantly unsubtle, response to a new Waitrose ad.

The billboard, recently unveiled by the supermarket as part of its summer campaign, reads, “You were never going to just bring crisps.”

But parked right in front of it was a Pipers van, fully wrapped in a cheeky clapback: “Unless it was these crisps.”

The stunt is a tongue-in-cheek nod to Pipers’ bold flavour and even bolder attitude, bringing a bit of crunch to the summer season and reigniting the age-old debate of premium supermarket crisps vs. independent producers.

Pipers Crisps spokesperson, Fernando Kahane, 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.”

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Known for its big, bold flavours and British-grown ingredients, Pipers said the move was all in good humour – part of its mission to get more people trying crisps that pack a serious flavour punch.

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.

No word yet on whether Waitrose has responded… but snack fans across the country are already picking sides.