Love your crisps

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Tayto was suffering. Potential consumers thought it was old-fashioned and were favouring Walkers, which had taken its number one spot. The brand needed an injection of fun to make it more relevant.

The communications solution was to position Mr Tayto as a single man looking for love. This involved seeding his dating quest online through YouTube, Bebo, Facebook and blogs before broadening the message into more traditional media.

The “Mr Tayto looking for love” strategy was designed as an interactive campaign to find him a partner. The message was placed on TV in key female programmes, national press classifieds and letters announced the search while posters and billboards took his quest for passion to the streets.

On radio branded programme content – Flirty@830am featured advice from listeners as well as interviews with potential Mrs Taytos.

Digital touchpionts were heavily accessed with 10,000 YouTube views, 10,000 social media views and 2,300 visitors to the blog. The free publicity was valued at €420,000.

As a result of the activity Tayto has become number one again and Nielsen sales figures show a 2.5% increase in volume after three years of decline.

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