"KP Snacks Unveils Vibrant Spring Campaign: 'Tyrrellbly, Tyrrellbly Tasty' Aims to Delight Consumers"

KP Snacks, a leading UK snack manufacturer, has recently launched a multi-channel marketing campaign for its premium hand-cooked crisp brand, Tyrrells. The campaign, themed "Tyrrellbly, Tyrrellbly Tasty," is designed to boost brand awareness and sales during the spring season, focusing on key sharing occasions like Easter and bank holidays. The strategy includes TV commercials, Video on Demand (VOD), Out of Home (OOH) advertising, and social media promotions, highlighting Tyrrells' quality and flavorful credentials.

Overview of the Campaign

The campaign is set to run until the end of May 2025 and will feature prominently across ITV, Channel 4, and Sky's VOD platforms. This strategic move aims to capitalize on the increasing popularity of premium snacking, with Tyrrells already established as a leader in the UK's hand-cooked crisp market.

Key Features of the Campaign:

• Multi-Channel Approach: The campaign will cover TV, VOD, OOH, and social channels to reach a wide audience.
• Flavor Showcase: It will highlight the core range and introduce the new Roasted Chicken & Sage flavor.
• Creative Elements: Uses classic Pathé footage and playful visuals, including oversized ingredients, to engage consumers.
• Brand Positioning: Emphasizes Tyrrells' high-quality credentials, reinforcing its position as Britain's favorite premium crisp brand.

The "Tyrrellbly, Tyrrellbly Tasty" Tagline

The campaign's tagline, "Tyrrellbly, Tyrrellbly Tasty," reflects the brand's commitment to quality and taste. By emphasizing these qualities, KP Snacks aims to drive engagement with consumers and maintain Tyrrells' front-of-mind presence during significant social occasions such as Easter and bank holidays.

Tyrrells' Market Position

Tyrrells is a key player in the premium snacking segment, with a market value of £71.4 million and growing ahead of the Premium Snacking sector by 13.9%[1][2]. It holds a significant share of the premium market at 13.8% and has earned over 90 Great Taste Awards for its products[1][3]. This campaign is a strategic move to further bolster its market share and reinforce its premium brand image.

Impact on the Snacking Industry

The snacking industry has seen a rise in demand for premium products, driven by consumers' increasing focus on quality and unique flavors. Tyrrells' campaign aligns with these trends, leveraging the brand's reputation for hand-cooked crisps to captivate both existing and potential consumers.

Trends in the Snacking Market:

• Premiumization: Consumers are seeking higher-quality snacking options, favoring brands that offer unique flavors and ingredients.
• Flavor Innovation: The introduction of new flavors, such as Roasted Chicken & Sage, is crucial in maintaining consumer interest and loyalty.
• Digital Engagement: Social media and VOD platforms are becoming increasingly important channels for reaching and engaging with consumers.

Marketing Strategy and Consumer Engagement

KP Snacks is utilizing a comprehensive marketing strategy to ensure maximum visibility and engagement for the Tyrrells brand. By combining traditional TV advertising with modern digital platforms, the company aims to appeal to a broad demographic.

Key Marketing Channels:

• Television (TV): Standalone ads on major channels like ITV and Channel 4.
• Video on Demand (VOD): Advertising on platforms such as Sky's VOD to reach a younger audience.
• Out of Home (OOH): Promotional displays in public areas to increase brand visibility.
• Social Media: Engaging content across platforms like Facebook, Instagram, and Twitter.

Consumer Response and Market Growth

The campaign's effectiveness can be gauged by consumer response and sales figures. As a premium brand, Tyrrells is well-positioned to benefit from the campaign's focus on quality and flavor. By maintaining its market share and potentially expanding it, KP Snacks can further solidify Tyrrells' status as a leading premium snack brand.

Future Prospects

Looking ahead, the success of this campaign could pave the way for future initiatives targeting key seasonal events. By consistently showcasing Tyrrells' high-quality offerings and innovative flavors, KP Snacks can continue to drive growth in the premium snacking sector.

Conclusion

The "Tyrrellbly, Tyrrellbly Tasty" campaign represents a significant investment by KP Snacks to enhance Tyrrells' brand visibility and reinforce its position in the premium snacking market. As consumers increasingly seek out higher-quality and more flavorful snacking options, this campaign is well-timed to meet those demands and drive further success for the Tyrrells brand. With its engaging marketing approach, focus on quality, and innovative flavor introductions, Tyrrells is poised to remain at the forefront of the UK's hand-cooked crisp market.