Tyrrellbly, Tyrrellbly, Tasty

The campaign for KP Snacks’ Tyrrells brand, titled "Tyrrellbly, Tyrrellbly, Tasty," centers on a clear brand proposition emphasizing quality, authenticity, and local craftsmanship. It promises consumers a distinctive, premium snacking experience by highlighting the meticulous care taken in sourcing and preparing their potatoes. By focusing on the proximity of potato harvesting (within 38 miles) and the hand-cooked process that ensures the signature curl of each chip, the campaign conveys a sense of artisanal attention and superior taste that sets Tyrrells apart in the competitive snacks category. From a market strategy perspective, the campaign leverages the insight that contemporary consumers value transparency, provenance, and a connection to natural ingredients in their food choices. By weaving a narrative rooted in the farm environment and the specific details of the production process, the brand appeals to an audience seeking more than just convenience snacks — those who desire a meaningful, trustworthy, and high-quality product. The creative angle uses storytelling centered on farm-to-table authenticity and artisanal practices to resonate with discerning UK consumers who prioritize both taste and ethical sourcing. The film format paired with evocative language ("Tyrrellbly Tyrrellbly particular," "signature curl") supports an engaging narrative that reinforces the brand’s heritage and meticulous standards, aiming to elevate Tyrrells from a simple snack option to a premium, crafted product within the confectionery and snacks market.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers on the distinctive craftsmanship and origin of the Tyrrells crisps—emphasizing how each potato is locally harvested, hand-cooked within a strict radius, cut for a unique curl, and finished with select ingredients. The narrative and repeated phrasing ("Tyrrellbly Tyrrellbly Tasty") reinforce the brand’s eccentric identity and meticulous production process rather than telling a customer story or dramatizing a problem/solution. The gist is to convey Tyrrells’ singular personality and premium qualities as the basis for their tastiness, aligning directly with the unique personality property format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats