St Luke’s Unveils First “Tyrrellbly, Tyrrellbly, Tasty” Campaign for Tyrrells

St Luke’s first work for Tyrrells crisps positions the brand as ‘Tyrrellbly, Tyrrellbly Tasty,’ with an eccentric, humorous campaign that dramatises the full range of flavours in a unique way.

The film launches first in cinemas during the new Downton Abbey movie, which is released on 13th September. The campaign uses original Pathé footage to introduce audiences to the Tyrrells Farm folk as they create all the “d-ruddy-licious” crisp flavours. Viewers are urged to “bring out a bowlful” and “spice up your snack selection”.

Marketing Director of KP Snacks, Kevin McNair said: “We are all very excited by this campaign and are confident it is going to help drive Tyrrells’ next chapter of growth. The work St Luke’s have developed in partnership with my team will ensure that we really do matter more to more people, establishing Tyrrells as the premium brand in snacking.”

The multimedia campaign comprises 30- and 20-second TVCs, print and radio. Print and radio work goes live in October.

Richard Denney, ECD of St Luke’s said: “Tyrrells came to us with big plans: so our first work for them involves big crisps, oversized spuds and massive chillies, which we hope will give them the huge fame they deserve.”

St Luke’s won three brands from KP Snacks earlier this year – Tyrrells, Popchips and KP Nuts – after a competitive pitch. The three brands were previously held by Wieden & Kennedy London, And Rising and BMB respectively. St Luke’s shares the KP Snacks portfolio with Engine.

KP is home to some of the most iconic British snack brands, including McCoys, Hula Hoops and KP Nuts. KP is also part of the European Intersnack Group, which with nearly fifty years combined experience in savoury snacks is now Europe’s No.2 snack producer.