Mr Tayto adopts another novel approach

One of Ireland’s best-loved snack food brands has joined the pre-Christmas rush to hit the country’s book stands with the launch of Mr Tayto’s autobiography, ‘The Man Inside the Jacket’. The move is one of a series of publicity stunts developed by marketing director Rita Kirwan and her team for the crisps brand in recent years.
Chemistry handled a general election campaign urging voters to support Mr Tayto with ads and PR photo opportunities fronted by ‘Father Ted’ actor Frank Kelly. McCann Erickson created a campaign to find Mr Tayto a lover with some sartorial help from Dublin tailor Louis Copeland.
“I’ve been called many things in my years on this Emerald Isle; thick skinned, the quiet man, spudmuffin, couch potato, not to mention given a fair roasting on more than one occasion,” Mr Tayto, whose model was rendered by Brown Bag Films, says at the start of the book.
The 114-page book goes on sale nationwide today, price €5.99.