Tyrrells

Crisps, Glorious Crisps

In 2011, we were approached by Tyrrells – the premium English crisp brand – to raise awareness for its range of snacks. The brief asked us to coordinate an ‘entertaining’ launch whilst nurturing the brand’s artisanal roots. Over the years, we’ve dragged up all sorts of unique concepts from the farthest reaches of our imagination – including rebranding Tyrrell’s popcorn as ‘Poshcorn’ – and true to form, we did the same here. We created Red, White and Blue Crisps in honour of the Jubilee, Cricket Tea Crisps and Red and White ‘Merry Crisp-mas’ festive crisps.

We created weird and wonderful Tyrrells-themed antics around London, including bringing a reindeer into central London to launch its winter seasonal products and re-creating The Beatles’ iconic ‘Abbey Road‘ photo with a mariachi band. At all times bringing a true sense of English eccentricity to events, New Product Development (NPD) and launches.

pieces of coverage

Appearance on BBC's The One Show

Double Page Spread in Sunday Telegraph Life Supplement

The Client

Tyrrells is a premium English crisp brand based on a farm in picturesque Herefordshire, and since its creation in 2002, has grown to become one of the UK’s best loved premium potato crisp brands. Known for its eccentric English personality and black-and-white front-of-pack characters, the Tyrrells portfolio consists of award-winning potato crisps, vegetable crisps and ‘Furrows’ Crinkle Cut Crisps.

Tyrrells’ USP is its ability to produce limited edition crisps that celebrate the change in season and iconic English events e.g. The Queens Jubilee. Tyrrells crisps are sold around the world.

They Said

Tyrrells challenged Spider to build its brand reputation and boost brand awareness as the most entertaining crisp brand. With no advertising spend for most of the campaign, Spider was solely responsible for the increased consumer awareness of Tyrrells between 2011 and 2016. We knew we needed to think outside the box and devise a series of creatives that played on the brand’s character of English eccentricity.

Spider’s creative concept for Jubilee Crisps was exceptional and timely – the coverage speaks for itself

Oliver Rudgard, Then-Marketing Director of tyrrells

Challenge Accepted

In the six years that we worked with Tyrrells, we not only launched seasonal NPD, but we also devised a series of creative limited-edition packs that caused a media stir and boosted the brand’s media presence.

In 2011, ahead of the Queen’s Diamond Jubilee, Spider suggested creating a truly unique patriotic pack of crisps. Spider challenged Tyrrells to source red and blue potatoes, and in the weeks leading up to the event Tyrrells came up trumps to create a pack of crisps unlike any other. Filled with red, white and blue potatoes they were a first of their kind and the media went wild for them! With just three weeks from launch to the Jubilee, we generated over 60 pieces of coverage and the pack was such a triumph that Buckingham Palace contacted The Spider House directly to request stock of the Jubilee Crisps for the Diamond Jubilee Garden Party!

In 2012, we were challenged by Tyrrells to get column inches and mentions in places that would not normally be available to them. Launched in time for the 2013 Ashes series, Cricket Tea Crisps were a unique concept.  It was the first time that three different flavours (ham, cheese, and tomato) were included in one bag – the makings of a perfect cricket tea! Packs were delivered to cricket clubs around the country and even sent to the Barmy Army for them to enjoy at each test.

Finally, Spider worked with Tyrrells to rebrand its popcorn range to ‘Poshcorn’.  In a market saturated with healthy and low-calorie popcorn, ‘Poshcorn’ stood out as the indulgent popcorn snack.

Job Done

In just three weeks, the Jubilee Crisps campaign secured over 40 pieces of coverage. As a result of the coverage, Buckingham Palace requested stocks of the Jubilee Crisps to be served at the Diamond Jubilee Garden Party.  The crisps were so successful that the Red, White and Blue crisps are now an integral part of the Tyrrells brand portfolio.

In just eight weeks, Spider secured extensive national coverage for Tyrrells’ Cricket Tea Crisps, including regular mentions from the radio team in the commentary box at the cricket.

Spider achieved over 59 pieces of coverage, including 12 nationals and mentions on Absolute Radio. Packs were also sent to the Barmy Army and English cricket clubs across the country. The crisps were requested by the Lord’s Taverners for their ‘Eve of Ashes Dinner’ and to top things off they were stocked by Tesco halfway through the campaign.

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