Tyrrells, the Handcooked English crisp makers, have unveiled a new campaign to fuel its growth in the Premium crisp market. A core element is the complete re-design of its portfolio where each flavour features a quintessentially English, and rather quirky, black and white photo that dramatises each of the seasonings used in the range.
The back of pack continues this theme where each pack suggests quirky ‘five a day’ English lifestyle tips such as: a cup of Earl Grey and a biscuit; eat a burnt sausage in the rain; and eat a pack of proper English crisps, in addition to publicising a variety of competitions.
Oliver Rudgard, Tyrrells Marketing Director, comments: “In order to achieve real cut through in the category we have devised a distinctive packaging style that is different from the category norm, which we believe will create significant stand out on shelf and drive further growth in the Premium crisps category.”
“We also wanted to dial up our English credentials and therefore create a further point of difference and reason for people to choose Tyrrells over other brands. By celebrating all that is English, we want to encourage customers to choose an English crisp that is not only handcooked on a farm in Herefordshire using the finest Herefordshire potatoes, but that also has an engaging and entertaining personality.”
Tyrrells has enjoyed rapid growth over the last year, the business grew by 42% in its last financial year and topped £50m (at RSV) generated from sales at home and abroad.
Tyrrells will also be supporting the new brand packaging with a multi million pound marketing and PR campaign that will be heavily focused on digital and social media activity – the new look website is launched this week: www.tyrrellscrisps.co.uk. Both the website and Tyrrells social media channels will allow consumers to interact and engage with the brand by entering competitions, upload their pictures or even post their suggestions for the next crisp flavour.