Page 20 - Tyrrells Chips

IDENTITY CHANGE: CHIPS TO CRISPS

“In public, we’ve always called
our product ‘chips’, to
distinguish them from those
nasty things that are fried by
robots in a factory. In private

though, we’ve never been all that comfortable with the word. So the time
has come to stand up as proud English folk and embrace… the proper
English crisp.”

www.tyrrellscrisps.co.uk

“We are selling premium crisps, Englishness and
eccentricity and that’s why we’re so strong

internationally.”

Advertising is not undertaken at Tyrrells what they do is spend a lot
money and time on packaging or as they call it ‘packvertising’. They

have got the brand out there in the market cleverly and at a low cost.

In May 2011 a new advertising campaign was
unveiled based on a complete re-design of
Tyrrells portfolio where each flavour featured a
quintessentially English, and black and white
photo that depicted each of the seasonings used
in the range.

The back of pack continued this theme where
each pack suggests ‘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.

Tyrrells also supported the new brand packaging with a multi-million
pound marketing and PR campaign that focused on digital and social
media activity with a new look website launched in May.