London-based snack brand, Olly’s, is taking it to the competition in its month-long ‘War Against Crisps’ campaign.

The upstart company has unveiled a digital billboard in Londons Leicester Square, which takes aim at the UKs beloved crisp brand Walkers. It audaciously removes the letter l to let the view draw their own conclusions about what the replacement letter should be. The campaign will also include a march from Olly’s HQ to the head office of Walkers in Reading.

Ollys is having a pop because it believes its Pretzel Thins to be healthier than its rivals products. It says a packet of regular crisps contains up to 600 percent more fat than Olly’s Pretzel Thins.

Olly Hiscocks, Founder of Olly’s, said: “We know that our Pretzel Thins win the battle of the snacks hands down, so we decided it was time to let the rest of the world know. It just so happens that we had to call out the Wa*kers of the savoury snack biz, just how unhealthy their crisps are, to achieve this – obviously no offence intended.

“We hope this will make people stop and think about their snack choice, and opt for our delicious Pretzel Thins: the Oll-Timate option!”