Tyrrells

Snacking Smartly

Famous for its delicious range of hand-cooked crisps and snacks, Tyrrells wanted us to strengthen their strong market position – something they wanted to build on and ensure momentum didn’t falter. Proud of its English roots, it wanted to walk that fine line between achieving growth and supporting its image as an approachable, ‘family’ brand; nurturing its fan base of crisp connoisseurs.

We worked closely with the CEO to tell their brand story, emphasise growth potential, communicate international plans and help position the brand in its rightful place as one of the fastest growing snack brands in the UK – gearing it up and seeing them through three successful sales processes.

We helped to grow the brand from £30m to £300m in only five years. Investing entirely in PR and social media (‘no ads here’), Tyrrells soon became a household name through achieving significantly strong coverage across all nationals and major broadcast channels.

The Client

Tyrrells is one of the UK’s fastest growing hand-cooked premium crisp companies with 19% growth in 2014 (source Nielsen Total Coverage – May 2014). Winners of the The Queens Award for Enterprise: International Trade category, Tyrrells held the UK’s most prestigious business accolade for several years. With annual net sales growth averaging 30% (2013 – 2016), Tyrrells has also won over 48 GOLD Great Taste Awards – more than any other premium crisp producer. In 2016 it was #2 in the UK market, second only to Kettle Crisps.

They Said

Tyrrells had strong growth targets and a vision for both its domestic and international arms of the business. They also wanted to ensure the brand didn’t lose its local, family feel and heritage; something that appealed to its close-knit Tyrrells fans…as well as its entertaining personality.

In addition to regular corporate and International campaigns, Tyrrells also looked to us for additional support, extending the brief ahead of its three sales processes, wanting to generate maximum media attention whilst increasing buyers’ interest in the run-up to purchase.

We know we have achieved something special having tripled the value of the business in exactly three years and increased almost tenfold since we started our relationship six years ago.  Thank you for your massive contribution to that which we have achieved and being a delight to work with

David Milner, CEO, Tyrrells

Challenge Accepted

We activated a corporate campaign which ran alongside the consumer activity, all elevated via social channels. Our focus was to promote Tyrrells as a leading British brand, with its success to date regularly communicated, its story and achievements told and ultimately its growth plans realised through regular powerful corporate campaigns.

How? By focussing on elevating domestic, international and NPD activity. We consulted and devised a programme of targeted media profiling in the run-up to each sale, solidifying and ensuring continued brand awareness.  Packaging up strong news stories, whether international expansion, sales growth, financials, awards or strong opinionated content.  Keeping the brand front-of-mind in terms of investment potential, we generated an appealing success story, helping bring the brand to life (heritage focused), as well as compiling an outreach plan for each of the sales themselves.

To support this, we advised strengthening brand position by conducting a thought leadership strand of activity.  Positioning the CEO as a specialist in his field and becoming an authoritative voice in the industry, we worked hard to harness this expertise in not only in the wider snacks category but within the British business community. This included sourcing high-profile speaker positions, roundtables and panel opportunities, with the CEO contributing to numerous industry debates and even speaking at the British Chamber of Commerce International Trade Conference.

Job Done

  • Brand growth from £30m – £300m in five years under Spider’s communications consultation
  • Consulted through 3x sales processes
  • Strong national/international awareness & correspondence
    • 50+ pieces of coverage per month
    • Compiled successful award entry where Tyrrells was awarded the UK’s most prestigious business accolade – The Queens Award for Enterprise: International Trade category
  • Increased value of the business enforced
  • Regular broadcast opportunities secured (Sky News, CNBC, Bloomberg)
  • David Milner, CEO, Tyrrells invited on the PM’s trade mission to Russia
  • Consistent high-profile corporate speaker opportunities

What We Learnt

We really are a foodie nation. There are countless  snack brands in the UK doing incredible things and the UK’s food and drink scene is booming! As a result, it can be challenging for smaller brands to stand out and showcase their product. Tyrrells is an example of how a good corporate comms strategy can fast-track growth and elevation. And all without spending a penny on advertising!

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