Brand Owner: Largo Food Exports
Category: Snack Foods
Date: Jan.-March 2008
Media Agency: MindShare
Other Agencies: McCann Erickson, Boondoggle
Media Channel: Internet, TV, Print, Out of Home, Radio
Tayto was suffering. Potential consumers thought the potato-chip brand was old-fashioned and favored rival Walkers, which had taken its No. 1 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 in key female programs on TV; print ads announced the search in the national press; while posters and billboards took his quest for passion to the streets.
On radio, branded content -- Flirty@830am -- featured advice from listeners as well as interviews with potential Mrs. Taytos.
Digital touchpoints 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 more than $660,000.
As a result of the activity, Tayto has become No. 1 again and Nielsen sales figures show a 2.5% increase in volume after three years of decline.
~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists. Subscribers also receive a quarterly copy of Cream magazine, which includes the best of the new campaigns added to CMDglobal as well as exclusive insight and analysis and a creativity tracker for the world's major media networks.