Tyrrells has appointed creative agency Wieden + Kennedy to lead its first ever advertising push.

Since launching in 2002, Tyrrells has grown to become a £36.2m brand with sales up 24.5% in the past year [Nielsen 52 w/e 11 October 2014] – despite never advertising.

Chief executive David Milner said the company was now keen to explore “different approaches” to driving growth.

“We’ve created one of the most exciting brands in the fmcg sector over the past 11 years, without any advertising at all,” he said. “However, we are a very ambitious group and therefore we’re keen to explore alternatives to accelerate that growth even further.”

Marketing director Jocelyn McNulty described Wieden + Kennedy as “a creative agency at the very top of its game” that “really seem to understand the Tyrrells brand – especially when they were knee deep in mud on our Herefordshire potato farm!

“We are delighted to be working with them.”

Tyrrells has not yet said which media channels it will be using.