Mr. Tayto looking for Love

Tayto, historically the number one crisp brand in Ireland lost its position to international brand Walkers (PepsiCo), in order to reclaim this position we had to start an ongoing brand conversation across relevant connection points and sell more crisps.

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Innovative Media Strategy

Tayto's image needed an injection of fun to make it more relevant to a younger target who believed the brand was "old fashioned". 

Our strategy involved seeding and growing a campaign where the target operates -  online - through youtube, bebo, facebook, blogs - before broadening the campaign to other media. Using the brand personality (Mr Tayto), we developed an interactive campaign to find him a partner.

 Creative Execution

Mr Tayto - looking for love! We created unique content through blogs, bebo and facebook, allowing consumers to interact with the campaign. Other media was used to address the wider population and drive traffic to the website. TV - using selective placement in key female programmes; national press classifieds & letters to announce the search; outdoor - billboards, posters and an interactive bus to drive traffic to website; radio - developed programme content, Flirty@830am, offering advice from listeners and interviewing potential Mrs Taytos!

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 & radio caught people on the move, TV and press in more traditional environments. Digital was the main touch-point - allowing continuous interaction with the campaign and successfully reaching our core target as seen from these results -

  • 40,000 content area visitors
  • 10,000 youtube views
  • 10,000 social media views
  • 2,300 blog visitors

Effectiveness

Nielsen sales figures show that the brand, which was in value and volume decline for three years, have shown a 2.5% increase in volume since the campaign.

Tayto has retaken the position of number one crisp from Walkers in Ireland

Huge unprompted interest of newspapers - €420k worth of free publicity

Context

30% of adults in Ireland rely solely on a mobile phone and have no landline, with this figure rising to 45% among 25-34 year olds.

TV remains the most powerful brand building medium and with viewers rising and demand falling there has better time to use TV.

Media : TV

Internet penetration rose to 63% in Dec 08 according to the latest Comreg figures. Of all those accessing the net, only 24% do so at work, compared to 82% at home. Laptop ownership is driving the increasing reliance on mobile broadband devices.

Media : Online Digital

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