Mr. Tayto - The Man Inside the Jacket

To create awareness and ultimately push the sales of the Mr. Tayto book.

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Media Strategy

The challenge was to create a buzz and consumer experience consistent with the ‘Mr. Tayto Election’ and the ‘Mr Tayto looking for love’ campaigns.  The overall objective was to convey that Tayto was a fun and very local Irish brand with lots of history and stories to share.

Our strategy was to conduct a witty and engaging media campaign that would create a memorable brand experience for our target market and encourage them to buy Mr. Tayto’s book.  The campaign involved driving a sense of excitement through a movie style trailer ad on television and cinema alongside showcasing key lines from the book on outdoor.

Creative Execution

Mr. Tayto – The Man Inside The Jacket trailer was created. We used TV to drive awareness that a Mr. Tayto book was coming.  We wanted to create hype about the book and for this we used selective placement in key programmes such as The Late Late Toy Show and the Autumn Internationals.  As the ad was a movie style trailer ad, cinema was the perfect medium to gain greater impact and the role of outdoor was used effectively to showcase the local Irish humour.

 

Target Audience

The campaign was designed to reach as wide an audience as possible, revitalising the brand for those who grew up with Tayto and modernising it for the younger audience.

Outdoor caught people on the move, TV and cinema in more traditional environments.

Effectiveness

  • 60,000 books sold and no.1 bestseller in Ireland for six weeks, including Christmas no. 1 - the first for a FMCG brand.
  • Tayto witnessed the largest market share gain of all Snackfood brands in 2009, plus 1.4% MAT growth (Nielsen Value 27.12.09).
  • The book was listed in 1,134 stores, had 12,000 Facebook fans and hundreds of Twitter followers.
  • Within our target market, research scores were 84% for Awareness, 77% Likeability and 78% for Understanding.
  • 44% said they were encouraged to buy Tayto & 26% of non-Tayto consumers were also encouraged to buy Tayto.
  • Books were purchased on Amazon.co.uk and taytocrisps.ie and sent to Kuala Lumpur, Sydney, California, Surrey, Alabama and Auckland.
  • Book sales donated thousands of Euros to the charity Aware and gave double digit contributive margin back to the company.
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