Tyrrells second Absurdly Good advert

Tyrrells is set to air a new advert backed by a £2m investment, as it moves to recoup a £10.4m loss in crisps sales.

The second animated ad of the premium bagged snacks brand’s Absurdly Good campaign will make its debut on Monday (5 March) on TV and VOD, airing until May.

Centring on Tyrrells’ most popular flavours of crisps – Lightly Salted, Sea Salt & Cider Vinegar and Mature Cheddar & Chive – it shows black and white characters from the brand’s packaging literally hunting down a wheel of cheese.

The comical commercial, which comes six months after the first Absurdly Good clip, aimed to portray “the passion that we have for hunting out the finest quality ingredients for our unique, delicious-tasting crisps” said Tyrrells marketing director Adam Draper.

It comes after Tyrrells last year suffered a 22.7% value sales slump, leaving the brand worth £35.5m [Nielsen 52 w/e 9 September 2017]. In October, it fell victim to a bagged snacks overhaul at Tesco, seeing 13 out of 19 crisps lines – 68% of its presence in the segment – vanish from the supermarket’s shelves.

In the same month, Tyrrells reported that its profits almost halved in the period of its £300m sale to Amplify Snack Brands – which in December was acquired by US chocolate giant Hershey for $1.6bn (£1.2bn).