KP Snacks’ premium snack brand Tyrrells is launching a new media campaign to promote its Lentil Crisps. Running from 2nd May until 23d May, Tyrrells Lentil Crisps is being supported by the now iconic ‘Tyrrellbly Tyrrellbly Tasty’ campaign across major VOD services including ITV, All 4, Sky and STV.

Launched last year, Tyrrells Lentil Crisps is available in two tempting flavours: Sour Cream & Onion and Sweet Chilli & Red Pepper in 80g sharing bags. The advertising campaign champions the delicious taste of this healthier premium snack, once again featuring classic old Pathé footage. The advert focuses on the great taste of Tyrrells Lentil Crisps, its impressive health credentials and high quality ingredients.

The advertising campaign looks to drive brand awareness to tempt shoppers and bolster sales for retailers. The campaign will help retailers tap into the growing ‘Better for You’ trend (+11.5% MAT)[1] with Tyrrells Lentil Crisps offering an exquisitely light snack with a satisfying crunch and 30% less fat than regular potato crisps*.

Dan Winslet, Global Tyrrells Marketing Controller, says, “We are delighted to see Tyrrells Lentil Crisps make its media debut. Focusing once more on the brand’s strong taste credentials, authentic ingredients and unique personality, the new creative will drive awareness and sales of this delicious healthier snacking option from a trusted premium brand.”

Worth £58.7M RSV and growing +10.5% MAT in the UK[2], Tyrrells products are currently purchased by over 5.9m households with its main shoppers falling within the 45yr+ ABC1 category[3]. The brand has a 14.2% share of Premium Crisps and Snacks with value sales growing +9% MAT in the sharing segment[4]. With an impressive 90 Great Taste Awards across the range, Tyrrells is the perfect brand to cater for those special or informal sharing occasions.

[1] Nielsen Scantrack 26.02.22

*30% less fat than standard potato crisps on average

[2] Nielsen Scantrack 26.02.22

[3]  Kantar WPO 14.06.20

[4] Nielsen Scantrack 26.02.22

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