Ireland’s Beloved Mr Tayto Goes Mexican

Tayto is one of the (if not the) most iconic brands in Ireland. They are so quintessentially Irish that they top the list of products that people miss most when they move abroad. Tayto is the unquestionable leader in the crisp market, but research highlighted that a Mexican tortilla chip is not something consumers would expect to see from the brand. 

Publicis Dublin developed an entertaining backstory for Tayto’s new Mexican offering – Tayto Muchos. Set in a venue remarkably like ‘Coppers’ (Copper Face Jacks in Dublin) the commercial features the brand’s much-loved, witty and charming character, Mr Tayto, a sassy Mexican Señorita and a bit of a twist.   

The campaign includes TV, Outdoor, PR.  According to Tayto’s marketing manager, Carol McCaghy, “Given that we compete with global brands in the snacking category our aim was to up the ante on Irishness, and leverage our core brand asset, Mr Tayto, to drive brand love and bring humour to the campaign.”

Publicis Dublin’s creative director Ger Roe adds: “Most of us are inspired by love, except Mr Tayto who seems to just have a one track mind firmly focussed on creating the greatest ever Mexican snack...or that’s what we reckon might have gone down.”