Background
Tyrrell’s, the premium potato chip producer, wanted to make a real impact with their first ever on pack promotion. The challenge was to create a campaign which would really reflect the brand’s heritage and character.

Objectives
Stop customers in their tracks and give them a compelling reason to buy at point of purchase.
Strengthen loyalty to the brand whilst supporting a consumer marketing push and growing the customer database.

Approach
From a thorough understanding of the brand a campaign was created with prizes going to the heart of the Tyrrell’s story. Using a unique code mechanic, consumers were directed to a promotional site www.winatractor.co.uk to enter. The headline prize was the chance to win a Massey Ferguson 5455 tractor. For anyone who simply couldn’t fit a tractor into their lives, an alternative of £25,000 in cash was on offer. Second tier prizes of 1,000 pairs of Aigle wellies also conveyed the earthy nature of the brand and a further 2,000 Tyrrell’s goodie boxes gave consumers the chance to sample new flavours.

Results
Over the course of the promotion, Tyrrells saw an uplift in sales of over 36%. “Win a Tractor” was the first promotion to be granted the ISP accreditation seal. It has also won 2 awards in the 2010 ISP Awards.

Want to know more...
...about how we could help you stand out, simply email maryanne.fitzgerald@toucan.co.uk or call her on 020 7350 5365