Tayto will mark its 70th year with a number of campaigns, starting with Mr Tayto’s appearance in the St Patrick’s Day parade, it was announced today.
The national St Patrick’s Day parade is an annual event that aims to celebrate Irish culture and heritage.
The values of joy, community, diversity and sustainability will also drive this year’s celebration.
Enduring Popularity
As part of the parade, Mr Tayto will appear in his own Tayto transition.
The character will wear 70th-anniversary celebratory branding, as it embodies the parade’s theme of spréach (spark).
Tayto is significant to Irish people, leading the way for Irish brands in the 2023 Checkout Top 100 Brands, in association with NIQ.
The Ipsos B&A Acumen survey on behalf of Checkout magazine also found that Tayto was the most-missed brand by the Irish diaspora.
Some 49% of respondents surveyed said that they missed the brand ‘a lot’ while abroad.
The brand’s participation in the parade will celebrate its legacy and enduring popularity nationwide and beyond.
‘A Spark Of Nostalgia’
The chief executive of St Patrick’s Festival, Richard Tierney, said of Mr Tayto’s upcoming appearance, “As Tayto celebrates their 70th birthday, we are honoured to have Mr Tayto grace our parade once again.
“St Patrick’s Festival is about celebrating Irish culture and heritage. For many families and individuals, Tayto was a huge part of their lives growing up – and even now!”
Tierney concluded, “Their transition is sure to ignite a spark of nostalgia and joy for our audience!”
Following the parade, Tayto will continue the celebration of its 70th year into the summer.
In a nationwide roadshow, the ‘Tay70’ birthday showcase will highlight the brand’s seven-decade history.
The experience will include memorabilia, interactive games, and fun activities for all ages.
Read More: Irish Brands Make Up Nearly Half Of Nation’s Top 50
