Tyrrells, a premium sharing crisp brand, drove both premium credentials and category value through consistent investment in a distinctive brand platform:

• Up until 2015, Tyrrells had focussed its marketing efforts on PR, promotions and ‘packvertising’, leaving the brand languishing behind premium category leader Kettle and Walkers’ Sensations
• A promotions-heavy approach to marketing had stripped the hand-cooked crisp category of its value: by 2018 its had declined by 11% over 5 years, costing an average of 50p/kg lower than standard crisps
• KP Snacks acquired Tyrrells in 2018 and spearheaded an ambitious growth strategy, both inside the business and out
• In Q4 of that year a new pricing strategy was launched, increasing the promoted price from £1 to £1.25
• 2019 saw the launch of a new marketing communications campaign to convince its audience Tyrrells was ‘worth paying more for’ with a new, distinctive brand platform: Tyrrellbly, Tyrrellbly Tasty
• In just under three years (and one pandemic) later, Tyrrells is leading scale growth in the premium sharing category, having grown in both value and volume.

Agency: St Luke's...