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Crisp candidate gives Tayto election edge
by Catherine O'Mahony (Sunday Business Post)
Iconic crisp brand Tayto is understood to have invested at least €500,000 in election-themed promotions, which saw its Mr. Tayto character put forward as an election candidate, with actor Frank Kelly to deliver sound bites.
The promotion has seen Mr. Tayto join regular election candidates with his own election posters and 48-sheets, a supporting website and some radio advertising.
He has his own election theme song, which can be downloaded from his website. A TV commercial is being filmed, following a tour by Mr. Tayto and his entourage of some of the main political party headquarters last week. A Mr. Tayto bus tour covering most of the country has also begun.
The promotion has already attracted considerable media coverage and it will continue until the election count.
It's the first major promotional campaign from Tayto since the company was acquired by Ray Coyle from C&C for €64 million last summer and the largest the brand has had for several years. Tayto Hunky Dory's, based in Meath and Donegal, is now the largest snack food manufacturer in Ireland.
A new marketing team has been formed for the brand; led by Rita Kirwan, formerly of Irish Distillers, and brand manager Nicola Weldon. Advertising is being handled by Chemistry and PR by the Media Group. Tayto's packaging has also been upgraded and new flavours have been added to the range.
Largo Foods is understood to have briefed agencies late last year about its desire to add a fresh edge to the Tayto brand. Five agencies were chasing the business - Chemistry, Cawley Nea/TBWA, DDFH&B, McCann Erickson and Publicis QMP.
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