The “Man Inside The Jacket” campaign has been running for the last number of weeks featuring the autobiography of Ireland’s top potato, Mr. Tayto.  The concept was created by McCann Erickson and the book itself was written by double Z and designed by Four5One led by Marketing Director Rita Kirwan and has made it into bookstores around the country, as well as the Irish Times bestseller list.

The above-the-line campaign consists of outdoor, cinema and TV that promotes both the book and the Tayto brand. The outdoor work captures the spirit of the brands playful personality, while the TV and cinema uses the rich baritones of Hal Douglas to great effect in creating a spoof Hollywood trailer about the biography.

We are big fans of the book and campaign and are really proud of the ads. Well done Rita. What next on the horizon for Mr. Tayto? A movie perhaps? You just never know.

A fantastic review of brands that are performing in Ireland is covered by the Checkout Top 100 brands issue out this week. I grabbed a copy with the first thing I checked – how were the brands we work on, doing, in this latest round up. Coca-Cola continue to dominate and have held the number one position for the last five years. Having worked, as an agency, with Coca-Cola for the last fifteen years at McCann, I thought about what makes them this successful, and so consistently.

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Last year we created an integrated campaign for our client Tayto Crisps. By the end of the campaign, Tayto had sold close to 1 million extra packets of crisps. Here’s my version of how it all came to pass…