KP Snacks launches new campaign for Tyrrells Lentil Crisps


KP Snacks’ premium snack brand Tyrrells is launching a new media campaign to promote its Lentil Crisps. Running from 2nd May until 23 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 this healthier premium snack, once again featuring classic old Pathé footage. The advert focuses on the great taste of Tyrrells Lentil Crisps, its impressive 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 per cent MAT) with Tyrrells Lentil Crisps offering an exquisitely light snack with a satisfying crunch and 30 per cent less fat than regular potato crisps.

“We are delighted to see Tyrrells Lentil Crisps make its media debut,” said Dan Winslet, Global Tyrrells Marketing Controller,. “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 per cent 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 per cent share of Premium Crisps and Snacks with value sales growing +9 per cent MAT in the sharing segment.