A celebrity chef was sought to create a new flavour of crisps for Tyrrells. The outcome would be an on-pack partnership with a limited edition run, stocked by Co-Op. To tie in with the brand personality, the chef needed to be down to earth, relatable and relevant to a pub-going audience with a premium edge. BEYOND secured TV chefs The Hairy Bikers, working with the brand, creative agency and talent to nurture the creative process, in addition to procurement and talent management.


Post formal offer and negotiations, the client needed to add in-store/POS, but with no additional fees available. We were able to leverage our relationship with management to negotiate the additional usage within a very short period of time, at no additional fee.