KP Snacks invests over £1.5m in Tyrrells brand push

‘Tyrrellbly Tyrrellbly Tasty’ campaign promotes great tasting British Range 

KP Snacks is continuing to support its premium brand Tyrrells with a media investment of over £1.5m. Running until the end of the year, the iconic “Tyrrellbly Tyrrellbly Tasty” campaign will feature across a wide range of channels, including radio, TV, and social media, with a TikTok presence for the first time.

The media campaign, promoting the Tyrrells high-quality and great tasting range, is going live in September with two radio ads running across stations including Capital, Heart, LBC and Magic, as well as on Spotify. In November, Tyrrells will return to TV with its classic style Pathé footage advert, showing giant delicious ingredients and ending with a range shot showcasing its three core Mature Cheddar & Chive, and Sea Salt & Cider Vinegar, and Sweet Chilli & Red Pepper.

The campaign focus is on driving awareness, reminding consumers that Tyrrells is “Tyrrellbly Tyrrellbly Tasty”, made with only the finest ingredients and the perfect snack for relaxing and unwinding.

Alongside this, Tyrrells is taking on TikTok for the first time in its history, partnering with Poppy O’Toole, young Master Chef judge, self-titled Potato Queen and influencer with 4.1m followers with a focus on Tyrrells Sweet Chilli & Red Pepper flavour.

“Our new investment is designed to continue to drive awareness and penetration for the Tyrrells brand,” said Dan Winslet, Global Tyrrells Marketing Controller. “Tyrrells is a hugely popular brand delivering a quality product that consumers are turning to for a tasty, affordable treat which makes sharing occasions feel more special. We are always looking to reach new audiences and make sure the brand remains front of mind for shoppers and this campaign does just that”.

Worth £64.8m and growing in value +13.6 per cent YOY, with a 14.1 per cent share of Premium CSN, Tyrrells has 93 Great Taste Awards to the brand’s name.