The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Tyrells

Anti-advertising Tyrrells invests £750k in print campaign as brand reaches tipping point

Author

By Jennifer Faull, Deputy Editor

November 30, 2015 | 4 min read

Thirteen-year old premium crisp brand Tyrrells has built its success on the back of a strategy that has never included broadcast media. It unashamedly questioned the effectiveness of traditional advertising as media consumption became increasingly fragmented, and instead preferred a unique blend of “packvertising”, word of mouth and social media to reach consumers one by one.

However, following the arrival of a new marketing boss last year and faced with the next stage of its growth, it has for the first time invested £750k in an out of home campaign that will run across London and the South East in a bid to reach a wider range of consumers in the lead up to Christmas.

Tyrrells currently holds around 15 per cent of the premium crisp market, but is seeing the sector become increasingly crowded by the likes of Kettle Chips, Red Sky and the introduction of Walker’s ‘Market Deli’ range alongside the expanding number of supermarkets venturing into the space with their own-brands.

Speaking to The Drum, marketing director Jocelyn McNulty said Tyrrells was at a “tipping point”, growing faster than its competitors – its projected to achieve sales approaching £50m, an increase of over 20 per cent year on year – and so needed to begin actively driving awareness.

“You’re going to see a real step change in the brand as we tell more people about who we are. There are a lot of people who still don’t know us that well,” she said. “We’ve got to a really good position and want to accelerate now. This is a big step to move into broadcast media, but also a natural evolution at the right point for us.”

It marks the first campaign to come out of Tyrrells’ hire of creative agency Weiden + Kennedy last year. The activity has centred on the slogan ‘Life’s a Shindig’ and amounts to three different print creative executions which position Tyrrells as essential to any gathering.

The adverts will appear in over 1,500 sites in London, alongside an experiential campaign and digital media activity, including a roaming photo-booth and ‘create your own party invites’ activity online.

There is scope to expand the print campaign to other regions in the UK and potentially take it on to TV but McNulty is waiting to gauge reaction before investing any more marketing pounds.

“Because this is the first time, [with the ad campaign] we wanted to look at one half of the country versus the other to compare and measure the effect,” she explained.

It could also see McNulty eventually put ATL spend behind its increasingly diverse product offering. The brand recently launched Poshcorn – ‘posh popcorn’ – to UK consumers, which “has been great” for the Tyrrells brand.

Ramping up its international marketing activity is also on the horizon. The brand is currently sold in more than 35 countries, and is the leading premium crisp in France and Australia where it has just acquired a business to help it manufacturer locally.

“It’s exciting to think where we could go with marketing support in the future but right now we still use that advocacy model,” she said.

Supporting her plans, Tyrrells chief executive David Milner said he will 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.”

Tyrells

More from Tyrells

View all

Trending

Industry insights

View all
Add your own content +