Snack manufacturer Tayto Group has launched its biggest-ever campaign for its pork scratchings range, sponsoring coverage of darts on Sky Sports.
The campaign started on Friday with the World Matchplay tournament in Blackpool and continues until 3 January, culminating in the finale of the World Darts Championship at Alexandra Palace.
Running across four major tournaments, the campaign is expected to be viewed by six million people, delivering almost 300 million views. Featuring the commentary style and jargon unique to darts, it is designed to “hit the spot with darts and scratchings fans alike”.
In its first TV campaign for pork snacks, Tayto will shine a spotlight on the No.1 selling Mr Porky Original Scratchings, as well as Mr Porky Crispy Strips and Midland Snacks’ traditional Hand Cooked Pork Scratchings.
“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 (Circana).”
