Premium crisp brand Tyrrells has launched a new advertising campaign to raise awareness and drive further brand growth in the UK – and in doing so has marked a significant step-change in its strategic direction.
To aid this growth Tyrrells has been working with ad agency Wieden + Kennedy to develop a collection of poster advertisements, which went live today across sites in London and the South East. As part of the first advertising campaign in the brand’s 13-year history, Tyrrells has also teamed up with 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 that echo Tyrrells’ eccentrically English personality, the brand said. Until 14 December, adverts will be displayed via six-sheets located across 1500 sites around London and larger 48- and 96-sheet sites along a major route into and out of the capital. Consumer experiential events around London as well as social and digital media activity will broaden the reach of the campaign, it said. Tyrrells marketing director Jocelyn McNulty said: “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.”
“It’s an exciting time at Tyrrells as we continue to invest in the brand’s growth both in the UK and overseas,” added Tyrrells CEO David Milner. “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.”
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