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agenda setting idea
Tyrrellbly Tyrrellbly Tasty
Tyrrells are the plucky upstart of British crisps.
Founded with a vision to tantalise the nation’s tastebuds with locally sourced, all-natural, hand-cooked crisps.
But in 2019, the brand was overshadowed by behemoth category leaders, whose aggressive promotions tactics led the entire category into decline.
We helped Tyrrells inject flavour back into the premium crisp category by launching a new Agenda Setting Idea: Tyrrellbly, Tyrrellbly Tasty.
An idiosyncratic celebration of quintessentially British character and Tyrrellbly good tasting crisps.
Using distinctive pathé footage and gregarious personalities found on the Tyrrells Court Farm, our campaign is fully integrated across TV, print, radio, OOH, social and even the Tyrrells packs themselves. Now in its fourth year, the campaign continues to go from strength to strength.
Tyrrells is now neck-and-neck with Kettle for quality and premium perceptions. Brand attribution has reached 68% (20 ppts higher than category average). And Tyrrells has now become the UK’s leading crisp ‘worth paying more for’.
Value sales have increased by 40% since 2019, whilst share has grown 2.7ppts. And in the 2022 Marketing Society Awards, Tyrrells was Highly Commended for Brand Communication (under £5M).
A Tyrrellbly, Tyrrellbly Tasty result indeed!
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