Tyrrells has rolled out a UK-wide out-of-home advertising campaign – the first ever nationwide campaign undertaken by the premium crisp brand to drive brand differentiation and awareness among consumers.
Tyrrells worked with ad agency Wieden + Kennedy to develop a collection of poster advertisements for a trial of the campaign in Southeast England in December, and the same collection will be used in the upcoming July campaign. The poster creatives continue to support the idea of informal gatherings, and aim to put Tyrrells at the heart of them with the slogan “life’s a shindig”.
A collection of three separate poster creatives feature witty calls to action such as “best enjoyed the civil side of sozzled” and “amuse your guest’s bouche” – all echoing Tyrrells’ eccentric, English personality.
Working with global media planning and buying agency Maxus Media, Tyrrells adverts will be displayed until 31 July through roadside six-sheets at 5,000 sites, high-impact digital sites in key cities and digital six-sheets close to points of purchase at 400 sites. The combined locations will reach 81% of the ABC1 35–54-year-old demographic and, with proximity to retail, aim to achieve high sales conversions, Tyrrells said.
The advertising campaign will be supported by consumer experiential activity at seven consumer events, broadening the reach of the campaign.
Tyrrells marketing manager Ruth Irving said: “The Southeast test campaign in December performed extremely well on short-term sales uplift, recall, branding and key messaging, so a national rollout was the inevitable next step. It is the first time an investment of this size has been made in advertising by the company but it comes at exactly the right time. The brand is growing exponentially both here in the UK and internationally but key to further growth is brand differentiation and top-of-mind awareness. Following the success of the test campaign, we are confident the two-week burst in July will be extremely effective in helping to achieve this.”
David Milner, CEO of Tyrrells Crisps, continued: “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 national 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.”
The latest marketing effort has been launched on the back of “incredible growth” for the Herefordshire-based brand, which reported value sales growth in the UK of 17% for the 2016 financial year. Tyrrells has increased its number of manufacturing sites to five, including the recent acquisition of German organic crisp producer Aroma Snacks in May. Tyrrells is expecting its brand value to reach £234 million this year, and be able to achieve year-on-year growth of 36%.
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