Tayto Is the ‘Real Taste of Ireland’ in Campaign from Publicis Dublin

For almost 70 years the Tayto taste has stood the test of time. Irish people have a real sense of ownership over the Tayto brand and its iconic taste, the brand is embedded in our culture and is synonymous with who we are as a nation. Stories of care packages with Tayto crisps being sent all over the globe are regularly shared on social channels and our new campaign leverages that insight – that when you’re away, the one thing you miss the most about home is the taste of Tayto. 

The AV spot, directed by Stevie Russel from Saturday Films, uses a charming mockumentary style. We meet 'The O'Briens' as they await the return of their daughter at airport arrivals, having missed her dearly. She, however, missed the True Taste of Home – Tayto.

Board creative director, Ger Roe, said: “What makes Tayto so quintessentially Irish and different from all other crisp brands is its uniquely Irish taste. It is one of those Irish products and brands that you just can’t find anywhere else. Research and social listening lead us to our insight, that when we leave Ireland or move away we really miss that Tayto taste. Sometimes a little too much! ”

Business director, Karen Muckian, said: "The Tayto brand, and the beloved Mr Tayto occupy a really unique space in Irish culture. Few brands can claim to be synonymous with Irish pride and identity. This campaign recognises and reinforces that fact, while highlighting what made Tayto so beloved - a taste that can't be outdone.” 

Marketing manager, Carol McCaghy, said: "Tayto is renowned for its iconic taste and using insights citing taste as the key purchase driver for the Tayto brand we created this new campaign with Publicis. Tayto provides comfort by evoking both solace and joy for people at home and for those living abroad. This campaign strikes the right balance of emotion and humour and Mr. Tayto knows how to welcome someone home - a packet of Tayto can be more powerful than it seems!”