Iconic Northern Ireland heritage brand Tayto has launched its largest-ever TV, digital and promotional campaign as part of a major £1 million brand rejuvenation programme.
Reinvigorating the well-loved crisp brand for current and new generations and underlining the strength of its taste credentials and proud association with Northern Ireland, the campaign reveals new-look recyclable and redesigned packaging across its entire snack range and its first creative TV advertising undertaken in more than 15 years.
Established in 1956, Tayto Northern Ireland’s parent company, Tayto Group Limited, is one of the largest crisps and snack makers in the UK and Ireland, producing more than five million bags a day across 7 sites and exporting to more than 40 countries across the world.
With more than 360 staff and famous for its Tayto Castle and Mr Tayto visitor experience in Tandragree, Tayto remains a family-owned business with an unrivalled product portfolio that includes Golden Wonder, Real Crisps, Mr Porky, Ringos and, of course, Tayto.
Tayto Marketing Director, Elly Hunter, said the new promotional focus and additional investment was an important development in the company’s evolution and continued success:
“With a new look across our entire range and a reinvigoration of our marketing efforts to drive new and greater awareness, and sales, to audiences old and new, we’re delighted that this fun, engaging and cutting-edge campaign marks a new era of innovation.
“In a competitive marketplace, we want to leverage the best-loved brand aspects of Tayto in Northern Ireland, promoting its great taste, fun, witty personality and the approachable, likeable associations which Tayto has with everyone.
“Bringing this to new audiences through TV, outdoor, social, sampling, experiential and PR, and creating greater awareness to our new and loyal customers, is an important part of this campaign.”
To coincide with the new brand campaign and as part of Tayto’s wider environmental commitment, the company have partnered with Terracycle to create a free recycling programme for their crisp and snack packaging. The programme also offers participants the opportunity to fundraise for their favourite charitable cause.
The new TV ad made its debut during the first episode of series two of Derry Girls on Channel 4 Tuesday 5th March.