KP Snacks: A Tyrrellbly, Tyrrellbly Good Innings

Tyrrells, a crisp brand, launched a campaign in the UK to reverse the decline the brand had seen after years of ownership changes and create a clear and sustainable role for the brand in the crisp category.

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...

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