Challenge

Britain is a nation of crisp lovers. So a premium crisp brand with more Great Taste awards than you can shake a stick at should have a special place in our hearts.

Sadly, that wasn’t the case for Tyrrells. People just didn’t care about the brand, it was just another posh crisp. Kettle Chips was more than twice the size of Tyrrells, and the two were seen as interchangeable, and so more often than not, people were choosing whichever was on offer.

Even worse, promotions had driven the value out of the category to the point that Tyrrells cost less, per kilo, than ordinary crisps.

When KP Snacks purchased Tyrrells, they increased the price. Sadly, not enough people loved the brand to pay a premium, and sales fell by 27%.

Solution

We set out to establish Tyrrells as the most authentic, characterful brand in the category. The brand had a real piece of news to separate it from everyone else – each crisp is hand cooked at Tyrrells Farm in Hereford.

Our campaign explains, in a quirky way, that what happens at the farm is what makes them Tyrrellbly, Tyrrellbly Tasty. The campaign travels into the iconic black and white images of the pack, and turns it into a series of Pathe style news-bulletins, bringing everyone the latest updates from the farm.

TV, print, OOH and social carry cheeky messages about how the brand could add some pizazz to any occasion.

The idea was used to bring deliciousness to the world of healthier snacks, with the launch of Tyrrells lentil crisps.

Results

Tyrrells changed the conversation by introducing true character to the category - enabling the brand to charge an 18% premium over the competition. Brits rate Tyrrells as the best tasting posh crisp, and the one worth paying more for.... And they put their money where their mouth is.

In the first two years of the campaign, values rose 40% and Tyrrells has now overtaken Kettle to be number 1.