Tyrrells Crisps

election flavour range at Selfridges

The Brief:

Tyrrells Potato Chips are renowned for producing crisps with unique flavours. 

To highlight their flavour innovation, they asked Taylor Herring to help raise awareness and  drive sales amongst their upmarket target audience, and create an in-store sampling opportunity.

 The Idea:

The agency drew upon the media hype surrounding the General Election in May 2010 and suggested producing Tyrrells Party Political Chips - a limited edition flavour range of crisp flavours to celebrate the landmark event.

Execution:

Taylor Herring worked with a research company to survey and identify the top three flavours that the British public associated with the main political parties.

 

Following the survey of 2,000 respondents, the top flavours chosen to be produced were:

Cameron’s Crunchies (Eton Mess – strawberries and meringue)

Gordon’s Gourmet (Scotch egg and brown sauce)

Clegg’s Cocktail (Hummous and vegetables)

While Tyrrells chefs were busy creating the limited edition range, we successfully negotiated getting the product placed in Selfridges, London during Election Week – the first time the brand had been stocked in the prestigious department store.

Selfridges was a key sales destination for Tyrrells upmarket/gourmet customers in London.

The range was selected to be stocked and promoted in the Food Hall and was sampled by over 400 customers across 2 days.

The range proved so popular instore with customers that the Chief Executive of Selfridges personally visited the Tyrrells stand to watch public reactions and as a result, recommended the range to be promoted in their Wine Shop and at all the sales tills within the Food Hall as well.

The range was then sampled with key national media targets including radio breakfast and drivetime DJs, celebrities including James Corden, Jonathan Ross and Fearne Cotton and online political bloggers and foody journalists.

Coverage highlights off and online included the Daily Telegraph, The Independent, the Guardian, New Statesman, Evening Standard, OK, Glamour and Brand Republic