THE BRIEF
Tayto has long been one of Northern Ireland’s most loved brands. However, in 2019, with an intense field of big budget international competitors, the brand’s appeal and relevance among younger consumers had started to decline.
With brand volumes being delivered primarily by an older more loyal demographic, younger segments were defecting to competitors.
In order to position the brand as more contemporary and upbeat, Elevator was tasked with bringing the TAYTOHAPPY proposition to life through promotional activation and social media.
THE CAMPAIGN
The integrated multi-touchpoint campaign brought TAYTOHAPPY to life through in-store and shopper marketing, experiential activations and sampling, activation of sponsorships and through engaging and opportunistic social media content
We launched the new packaging with a Valentine’s offer via social media and a digital ad campaign. Consumers could claim a free gift box of Cheese & Onion for someone special anywhere in the world for Valentine’s Day. Each day’s allocation of just 200 Gift Boxes were claimed in as little as 5 minutes!
We devised a Play to Win promotion to drive purchase. Communicated via in-store POS, consumers could scan a QR code and play an online game on their phone to win cool items of Tayto Merchandise instantly.
We followed this up with Grab a Grand: 10 special packs of Tayto distributed around Northern Ireland stores contained a £1000 prize token. A social media campaign created excitement and encouraged shoppers to buy a pack to see if they were a winner.
When The Open came to Royal Portrush, Tayto was there to meet and greet visitors arriving at airports and stations – thousands of free packs of Tayto and yellow baseball caps were given out in the days leading up to The Open.
An integrated social media campaign delivered topical, timely, relevant & engaging content and drove online sales and Tayto Castle Tour bookings
THE RESULTS
The integrated marketing strategy was executed across platforms and channels online, via social, in-store, below the line, through sponsorships and experiential
The brand finished the year having increased key listings, launched new variants successfully, and grown total crisp sales and significantly within the convenience sector.
Specifically, 12 weeks after relaunch versus 12 weeks prior to relaunch, Tayto Crisp sales were +8.7% by value (and in NI convenience this was +21%)
Across the 12 months of the campaign we saw + 2630% increase in Instagram followers and an average Facebook engagement rate of 6.5%. Tayto’s social media community increased +13% with Total Annual Reach across all channels of over 6 million!
