Bullet point summary
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 5op/kg lower than standard crisps
- KP Snacks acquired Tyrrells in 2018 and spearheaded an ambitious growth strategy, both inside the business and...