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Tyrells’s larger-than-life campaign sizes up health-conscious snackers


By John Glenday, Reporter

April 19, 2023 | 3 min read

The KP Snacks-owned brand claims its lentil crisps are ‘the best thing since sliced potatoes.’


Tyrells’s larger-than-life campaign sizes up health-conscious snackers

Billed as being lower in fat but still packed with flavor, premium crisp manufacturer Tyrrells is scaling up its crunchy treats in pursuit of outsize success with the launch of a new range of lentil crisps.

Hinging upon an outdoor ad campaign created by St Luke’s, the approach communicates the brand’s ‘Tyrrellbly Tyrrellbly Tasty’ proposition through the medium of gigantic lentil crisps, illustrating the ‘moreish’ appeal of the snack.

Dan Winslet, global marketing controller at Tyrells, remarked: “Tyrrells’s lentil crisps are lower in fat, without compromising on flavor. So, our campaign focuses on the unmistakable taste and crunch of [our] lentil crisps, the perfect better-for-you snack, in an afternoon.”

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Richard Denney, joint chief creative officer at St Luke’s, added: “I’m sure the nation won’t argue with me when I say Tyrrells’s crisps are ruddy delicious, and their new lentil crisps are just as delightful and deserve some ‘Tyrrellbly tasty’ new work to shout about them.”

Three posters sit at the heart of the campaign with one lauding the crisps as ‘the best thing since sliced potatoes’. Another execution encourages passersby to ‘pep up your pantry with something rather kinky’ and a third shouts: ‘get a crunch on for your luncheon’.

Tyrrells last wielded its giant crisps in a Pathé-style ‘breaking news’ TV ad.

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