For the first time in its 13 year history, premium hand-cooked crisp brand Tyrrells is launching a brand new integrated campaign to raise awareness and drive further brand growth within the UK.
The poster-based 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. These went live this week across London and the South East.
Tyrrells has been working with ad agency Wieden + Kennedy and media planning and buying agency Maxus Media.
Posters will appear on 6 sheets located at 1500 sites around London and larger 48 and 96 sheet sites along the A4. Consumer experiential events around London as well as social and digital media activity will broaden the reach of the campaign.
In recent years Tyrrells has achieved massive growth with sales approaching £50m for the year to end August 2015 (AC Nielsen), an increase of over 20% on the previous year.
Tyrrells’ Marketing Director Jocelyn McNulty says: “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, adds: “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.”
