“Tyrrells came to us with big plans so our first work for them involves big crisps, oversized spuds and massive chillis, which we hope will give them the huge fame they deserve.” [Richard Denney, executive creative director, St Luke’s]

That first work is called Tyrrellbly, Tyrrellbly, Tasty. It’s eccentric, very different and wonderfully, wonderfully fun – which, after all is what crisps are all about. It also does its job of re-affirming how great Tyrrells crisps taste and standing out in a crowded food segment.

The film launched first in cinemas during the new Downton Abbey movie and is running as 30- and 20-second TVCs, supported by print and radio that goes live in October.

Kevin McNair, marketing director of KP Snacks, stated, “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.”

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 now shares the KP Snacks portfolio with Engine.

Credits

Creative agency: St Luke’s
Executive Creative Director: Richard Denney
Art director: Joanne Boyle
Copywriter: Hannah Williamson
Agency Producer: Jenny Busby

Project Manager: Roy Hyndman
Senior Designer: Jon Hubbard

Lead Designer: Javier Leal-Olivas
Junior Designer: Vanisha Mistry
Chief Strategy Officer: Dan Hulse
Business Director: Laura Harris

Account Director: Emily Gill-Heginbotham
Account Executive: Sarah O’Brien

Production Company: nineteentwenty
Producer: Polly Roberts
Editor: Josh Gemmell @ Apostle
Sound Design: Ben Leaves @ Jungle
Music Supervisor: Dan Neale @ Native

Post-Production: nineteentwenty

Media agency: Vizeum

Client: KP Snacks (Tyrrell’s)
Marketing Director: Kevin McNair