Tayto Group is about to embark on its biggest ever pork scratchings campaign – sponsoring darts on Sky Sports.
Causing huge dart-related headline issues by not being an aquatic or bovine-based snack, it’s aiming to hit the bull. Nope. Big fish? Again nope.
Anyway, the deal was created in partnership with Sky Media, the advertising arm of Sky and kicks off (honestly, we’ve given up on dart puns) on Sunday at the Betfred World Matchplay tournament in Blackpool and runs until the World Darts Championship at Alexandra Palace.
“We’re incredibly excited to be partnering with Sky Sports on this landmark TV sponsorship,” said Tayto’s Marketing Director Matt Smith.
“Darts and pork scratchings are the perfect partnership. Helped by the ‘Luke Littler effect’, darts is on a roll, as are pork snacks as the fastest growing segment in Savoury Snacks.”
The campaign was created by integrated marketing agency, Bray Leino and is the first ever TV campaign for its pork snacks range, which includes the treble of Mr. Porky Original Scratchings, Mr. Porky Crispy Strips and Midland Snacks’ traditional Hand Cooked Pork Scratchings.
Northern Ireland-based Tayto Group has operations in Bolton and Scunthorpe.
“In life, there are some perfect doubles. Lennon and McCartney, strawberries and cream, tea and biscuits, and now, pork snacks and Darts on Sky Sports,” added Andy Benningfield, Head of Broadcast at Bray Leino.
“The partnership between Tayto Group’s pork snacks and Sky Media really is tops and we’re delighted to play matchmaker. We’re sure that viewers of the darts will agree Tayto Group has hit a nine darter with this campaign.”
It will run across 4 major tournaments, reaching 6m people and delivering almost 300m views.
