Interviews, insight & analysis on digital media & marketing

KP Snacks launches new campaign for Tyrrells 

KP Snacks’ premium snack brand Tyrrells is launching a new media campaign to promote its Lentil Crisps. Running from 2nd May until 23d May, Tyrrells Lentil Crisps is being supported by the now iconic ‘Tyrrellbly Tyrrellbly Tasty’ campaign across major VOD services including ITV, All 4, Sky and STV.

Launched last year, Tyrrells Lentil Crisps is available in two tempting flavours: Sour Cream & Onion and Sweet Chilli & Red Pepper in 80g sharing bags. The advertising campaign champions the delicious taste of the snack, once again featuring classic old Pathé footage. The advert focuses on the taste of Tyrrells Lentil Crisps, its health credentials and high-quality ingredients.

The advertising campaign looks to drive brand awareness to tempt shoppers and bolster sales for retailers. The campaign will help retailers tap into the growing ‘Better for You’ trend (+11.5% MAT) with Tyrrells Lentil Crisps containing 30% less fat than regular potato crisps.

Dan Winslet, Global Tyrrells Marketing Controller, says, “We are delighted to see Tyrrells Lentil Crisps make its media debut. Focusing once more on the brand’s strong taste credentials, authentic ingredients and unique personality, the new creative will drive awareness and sales of this delicious healthier snacking option from a trusted premium brand.”

Worth £58.7M RSV and growing +10.5% MAT in the UK, Tyrrells products are currently purchased by over 5.9m households with its main shoppers falling within the 45yr+ ABC1 category. The brand has a 14.2% share of Premium Crisps and Snacks with value sales growing +9% MAT in the sharing segment.

The creative was executed by St Lukes.