Tyrrells

Ah, Tyrrells. A dream client. Always up for a bonkers idea. In the eight years I worked on the account while Head of Words at big fish®, not only was I asked to help with brand strategy and create their tone of voice, but I got to provide animal noises for an online game, had my ugly mug printed on hundreds of thousands of packs, got away with using the word “poo” on a press ad, was given carte blanche to dream up the most bizarre on-pack promo ever (the lawyers still talk about my Ts&Cs), and got the chance to help develop a brand that continues to take over the world with its eccentrically English wit and charm. Tyrrells, big fish®, I thank you.

Brand strategy | Brand story | Tone of voice | Range naming | Product naming | Pack copy | Web writing | Newsletters | On-pack promos | Press ads | Information memorandum

Design: big fish®

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A package of Tyrrells lightly sea salted hand-cooked English crisps with a vintage beach scene at the top, featuring children in swimsuits doing handstands by the ocean, and a promotional sticker offering a chance to win a middle name 'Des' or a cash
Black and white image of a person holding a glass, with multiple bottles and glasses on the table. There are promotional flyers for a contest to win a donkey ride for 25,000 pounds, and a green package of Tyrrell's hand cooked English crisps.
A promotional poster with a torn paper design. The main text reads "WIN JOINT CUSTODY OF A WHEEL OR £25,000" with smaller text about prizes and age restrictions. There is a black and white photograph of two women in vintage attire smiling and holding
A promotional webpage for a contest to win an ice sculpture of your grandmother, featuring a black and white photo of an elderly woman with white curly hair, holding an ice sculpture. The page includes text details about the contest and a blue bag of
A black and white photograph of a man wearing a hat, with one hand on his chin, and musical notes indicating he is whistling.
A pink bag of Tyrrells Poshcorn sweet and salty flavored popcorn with vintage-style black and white images of two women, one holding a butterfly-shaped umbrella and the other holding flowers, and speech bubbles with quotes.
A bag of Tyrrell's hand-cooked English crisps, flavor swanky veg with parsnip, sweet potato, and plantain. The bag features a black-and-white vintage photo of two men in suits and top hats, holding illustrated sweet potato, parsnip, and plantain.
A framed poem titled 'A nibble with noble roots' with elegant, black cursive and serif fonts on a white background.
Packaging of Tyrrell's Sunday Best roast lamb with rosemary crisps, featuring a black-and-white photo of a person with two sheep dressed in green vests.
A satirical newspaper page titled 'Tyrrells Times Classifieds' featuring advertisements such as 'Large Animal for Sale,' 'Cheese Sculpture,' 'Assorted Pills for Sale,' 'Job Lot for Sale,' and humorous sections including 'Introducing the Leckie Lassie
A vintage newspaper advertisement for Tyrrell's crisps, featuring a black-and-white photo of a man holding several packs of chips, with a starburst saying "Now in Bags!" and the text "Crisps for Sale." The ad encourages people to ask local vendors fo
A vintage black-and-white photo of a man holding a bunch of shamrocks and a woman smiling with her finger on her lips, next to a romantic poem titled 'my sweet potato' on a white background.
Retro-style advertisement for Tyrrell's Poshcorn strawberry and cream flavored popcorn, featuring black-and-white images of two women, one holding a bag of popcorn and the other with a tennis racket, with red background and white popcorn illustration
Package label for Tyrrell's cheese with chopped red pepper, featuring elegant fonts and a brief description of the snack.
Text about celebrating roots with a small image of a gardening fork at the bottom.
A parody of a race game called 'Sack Dash' with vintage black and white images of two people inside illustrated sacks, set against a grassy field background with children’s cartoon style flowers and insects around the border. The sign says 'Race Now'
A list titled 'Top tips' with two main points about writing style, followed by words to 'Don't say' and 'Do say' with humorous word choices, and a note about using a thesaurus.