Tayto is THE crisp brand in Northern Ireland, but not performing with 16-22 year olds. We wanted to convince this demographic, who grew up during Jamie Oliver’s School Dinners’ revolution, that Tayto is the right choice and engage with it online.
THE BIG POSITIVE IMPACT
We created a phrase, no better, a feeling, to jump out of all creative, and associate that feeling with Tayto. Thus, #TaytoHappy was born! The campaign centred around this ethos, with media plotted within Derry Girls to hit the audience’s TV sweet spot, premium outdoor sites stocked with free packets of crisps, and tailored online & social content. Tayto could not be ignored.
Tayto’s Facebook following increased by 2,000% & Instagram had a 5,000% increase in engagement from the target audience. ‘Star Power’ online PR was achieved via Liam Gallagher tweets, as well as Colin Farrell and Danny DeVito eating Tayto on LadBible’s Snack Wars segment. Tasty.