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|Paul C.||Chief Strategy Officer||London|
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|Neil C.||Global Chief Operating Officer||London|
|Laura M.||Account Director||London|
|Alexandra R.||New Business Director||London|
|Vikki K.||Creative Services Director||London|
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OOH, Experiential Opps: Tyrrells launches first national ad campaign targeting ABC1 35-54s
Subject: OOH, Social, Experiential, Online, In-Store, Sampling.
Company: Tyrrell's Potato Crisps is a UK-based food producer that makes bagged snacks including popcorn and crisps.
Opportunity: Recently launched its first nationwide advertising campaign, created by Maxus Media handled media.
The OOH campaign "marks an evolution of our marketing strategy," according to CEO David Milner. With proximity to retail placement, high sales conversions are expected and if all goes well, this could be a reoccurring strategy as Tyrrells continues to invest in brand growth in the UK and overseas.
The July campaign sees experiential marketing support at seven consumer events, so look for similar pairings in its usual Q4 push. The slogan “life’s a shindig” aims to reach 81% of the ABC1 35–54-year-old demographic, so sellers with this audience should reach out to secure revenue in the near future.
Media Spend: The December test was the first time Tyrrells used more than solely PR, retail promotions and word of mouth. Outdoor and experiential should be a new constant, while TV and digital could be the next media entry with such major growth.
Growth: This rollout is on the heals of reporting 17% UK sales growth during the 2016 fiscal year. By the end of this year, the crisps brand expects its brand value to reach £234m with a 36% year-on-year growth rate. In May, the crisps brand acquired German organic crisps producer Aroma Snacks to benefit from the fast-growing organic foods market.
Tyrrell's Potato Crisps
Tyrrells Court Stretford Bridge Leominster, Herefordshire HR6 9DQ England, 01568 720 244
Ms. Jocelyn McNulty
Mr David Milner
Chief Executive Officer