Member Article

Tyrrells targets London and South East with new festive campaign

For the first time in its 13 year history, hand-cooked crisp brand Tyrrells is launching a brand new advertising campaign to raise awareness and drive further brand growth across London and the South East.

In recent years Tyrrells has seen considerable sales growth, approaching £50m in the Moving Annual Total (MAT) to end August 2015 (AC Nielsen), an increase of over 20 per cent from the previous year.

To aid this growth Tyrrells has been working with ad agency Wieden + Kennedy to develop a collection of poster advertisements scheduled to go live on 30 November across London and the South East, as well as global media planning and buying agency Maxus Media.

The integrated campaign aims to put Tyrrells at the heart of spontaneous gatherings and will carry the slogan “Life’s a Shindig”. Three separate creative executions make up the initial campaign, featuring witty calls to action such as “Best enjoyed the civil side of sozzled” and “Amuse your guest’s bouche”, all echoing Tyrrells’ English eccentric personality.

Marketing director, Jocelyn McNulty stated: “After years of outstanding growth based on our advocacy model, Tyrrells is changing direction as we invest for the first time in integrated advertising.

“It’s a very important moment in the life of the Tyrrells brand and we are delighted to share our campaign, all delivered with our quintessentially English sense of humour. Our research shows that gone are the days of formal entertaining and draughty dining rooms – it’s the informal gatherings that our consumers enjoy.

“With our “Life’s a Shindig” campaign, we want to take a stand against stuffiness and show that any gathering, with the liberal application of the right attitude, (and the right crisps) has the potential to become an event. .”

David Milner, CEO of Tyrrells Crisps, highlights, “It’s an exciting time at Tyrrells as we continue to invest in the brand’s growth both in the UK and overseas. The launch of the advertising campaign marks an evolution of our marketing strategy, as we continue to develop the brand and boost our following of loyal crisp connoisseurs in the UK.”

This was posted in Bdaily's Members' News section by Ellen Forster .