To date the brand has focused its marketing efforts on PR and what the company’s chief executive has referred to as "packvertising".
But now, alongside creative agency Wieden + Kennedy and media agency Maxus Media, Tyrrells has developed an integrated ad campaign that uses the slogan ‘Life’s a shindig’.
The campaign comprises three executions, each featuring a call-to-action designed to capture the brand’s positioning as an English ‘eccentric’: "Amuse your guest’s bouche", "Best enjoyed the civil side of sozzled" and "Less faff than fondue".
Poster ads will appear from today (30 November) in 1500 sites across London and the South East, in formats including six-sheets, 48-sheets and 96-sheets, and supported by digital and experiential activity.
According to AC Nielsen data, Tyrrells achieved sales nearing £50m in the year ending August 2015, an increase of 20% on the previous year.
Jocelyn McNulty, Tyrrells’ marketing director, said: "After years of outstanding growth based on our advocacy model, Tyrrells is changing direction as we invest for the first time in integrated advertising.
"It’s a very important moment in the life of the Tyrrells brand and we are delighted to share our campaign, all delivered with our quintessentially English sense of humour. Our research shows that gone are the days of formal entertaining and draughty dining rooms – it’s the informal gatherings that our consumers enjoy."
David Milner, the firm’s CEO, added: "It’s an exciting time at Tyrrells as we continue to invest in the brand’s growth both in the UK and overseas."