Tyrrells is next week rolling out the first above-the-line advertising push since its launch in 2002.
The business has relied on word of mouth and social media to promote its snacks, but is now launching an outdoor campaign across London. Following research that found formal social gatherings are falling out of favour with Brits, Tyrrells is looking to put itself “at the heart of spontaneous gatherings” with new slogan ‘Life’s a shindig’.
The campaign has been created by agency Wieden & Kennedy, which was appointed by Tyrrells last year.
From 30 November to 14 December, six-sheet posters will be displayed in 1,500 sites in London, with 48 and 96-sheet posters sited along the city’s A4 road. Three executions will feature taglines such as ‘Amuse your guest’s bouche’. The posters will be supported with experiential events and digital activity. The push comes as total sales of the brand are up 18.7% to £57m [Nielsen 52 w/e 3 October 2015], and follows an eventful period for the business as it ramps up its growth ambitions. Tyrrells last month created the new role of international managing director following its acquisition of Australian business Yarra Valley Snack Foods.
“It’s an exciting time as we continue to invest in the brand’s growth in the UK and overseas,” said Tyrrells CEO David Milner. “The launch of the advertising campaign marks an evolution of our marketing strategy.”