Page 30 - Tyrrells CS

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.