UK Advertiser of the Month: Tyrrells

During April, Tyrrells achieved the highest uplift in Ad Awareness in the UK with a 9-point rise.

In April, the percentage of adults in the United Kingdom who saw an ad for crisp brand Tyrrells rose by nine points from 7% on April 1 to 16% by April 27. The rise in Ad Awareness can be attributed to Tyrrells’ comeback on television to celebrate Easter with its ‘Tyrrellbly Tyrrellbly Tasty’ campaign. KP Snacks brought back the TV advert for its brand as part of a reported £1 million marketing investment over the Easter period. As per the brand’s regular creative, the advert takes old Pathé footage and humorously inserts giant bags of crisps.

Along with the TV adverts during the Easter season, Tyrrells also teamed up with supermarket brand Waitrose, announcing special offers for people taking part in the #WaitroseCompetition. The launch of Tyrrells’ TV advert and the competition in partnership with Waitrose came around in the first week of April, during which the brand’s Ad Awareness climbed from 7% to 10% in just one week. As the campaigns gathered momentum, that metric doubled from 8% on the first weekend of April to 16% in the last.

Since YouGov first began tracking Tyrrells in 2017, the highest Ad Awareness score the brand achieved was 12% in May 2020. The score of 16% in April 2021 beats that score comfortably.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Tyrrells’ Ad Awareness score is based on the question: Which of the following snack brands have you seen an advertisement of? and delivered as a 16% score. Scores are based on an average daily sample size of 140 UK adults between April 1 to April 27. Figures are based on a 4-week moving average. Learn more about BrandIndex.