Six decades of success for Tayto
Elly Hunter, marketing director for Tayto with Mr Tayto
Iconic Local Brand Turns 60 in Northern Ireland’s Year of Food and Drink
One of Northern Ireland’s best-loved brands, Tayto, celebrated its 60th birthday on 29 February 2016. The County Armagh based company is not celebrating alone, with a high level of customer engagement and rewards planned for the year.
Elly Hunter, marketing director for Tayto, commented: “60 years in business is a great achievement and we have been producing crisps here at Tayto Castle since 1956, when local businessman Thomas Hutchinson created ‘Tayto’, before computers, decimalisation and calculators. Back then the factory was only capable of producing a few hundred of packets of crisps a week, which were salted by hand before being packed in tins and delivered to local retailers. This is a far cry from today’s operation which remains family-owned, producing one million bags of crisps and snacks each working day at the Castle and exporting products to 43 counties worldwide.
“To capitalise on this landmark achievement of reaching six decades in business, a special Tayto 60th logo has been developed and this will be used throughout the year. Through trade engagement and a major marketing and PR campaign, we are hoping to reach all of our customers to let them know that, although it is our birthday, they are the ones who are receiving the ‘presents’ – celebrating our 60th birthday alone was never an option for us.
“There will be an active campaign across the retail sector from giveaways and prizes to special retro packs and associated items. We have created 18-pack, old-fashioned style boxes of our most popular flavour, Cheese and Onion, which will retail for £2.99. Each box offers customers the opportunity to win one of 60 prizes, including hotel breaks and entrance to visitor attractions such as Belleek Pottery, Giants Causeway and Titanic Belfast, sourced through Tourism Northern Ireland. Additional prizes include boxes of crisps, Tayto brand merchandise and family passes for our acclaimed Tayto Tours.
“As well as a high-profile marketing and PR campaign, retail activity will be further supported by online engagement across Tayto’s social media platforms, offering followers the chance to win crisps and other retro merchandise produced specially for the 60th birthday, including a vintage-inspired tea-towel, pencil tin and mug. We are striving to keep the momentum and focus on Tayto’s birthday celebrations throughout 2016.
“We have also resurrected a 1950s/early 60s Tayto ad that will be spliced with modern day footage, which will run onscreen during our birthday week to evoke the retro feel further.
“We are delighted to be reaching this milestone in ‘Northern Ireland’s Year of Food and Drink’ and engagement with retailers will continue throughout the year with further Tayto-brand initiatives planned to celebrate our local tastes and flavours.”
Tayto’s parent company, Tayto Group Ltd, is the largest indigenous crisp and snack manufacturer, producing five million bags a day across its five sites. The company remains family-owned and has a portfolio that includes iconic snack brands, Golden Wonder, Real Crisps, Mr Porky, Ringos and Tayto. For further information, visit www.tayto.com.