Iconic Northern Ireland brand Tayto launched its largest-ever multimedia advertising campaign as part of a major brand rejuvenation programme – the campaign set out to reinvigorate the well-loved crisp brand for current and new generations. OOH was the perfect platform to launch the campaign, showcasing Tayto’s new look, recyclable packaging. Two special build Adshel Impact Wraps were created to deliver added impact for the campaign. The Adshel became a sampling experience – featuring rows of Tayto crisp packets attached to the shelter for passers-by to help themselves to. Locations in Belfast City Centre and outside Queen’s University were chosen to ensure high pedestrian footfall, particularly with the younger demographic. The striking creative used Tayto’s distinctive yellow and red brand colours, creating an unmissable vibrant presence on the streets of Northern Ireland. Delighted passers-by enjoyed the unexpected treat and were encouraged to share the campaign hashtag #taytohappy, a reflection of the sheer joy the brand brings – Tayto will always have a special place in the hearts of the Northern Irish!
As well as the Adshel Impact Wraps, Tayto also used a range of other OOH formats including 96 Sheets, Digital Screens and 6 Sheets.
Speaking about the campaign, Julie McCartney, Media Director of bigdog said;
“We are delighted to be working with Tayto on this fun, innovative and engaging campaign. A multi-format OOH approach was the perfect way to build awareness of the new look packaging, and to reach out to new audiences. The special build shelters were perfect for creating impact with the distinctive creative, while the interactive sampling opportunity gave the campaign added memorability and talkability”.