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Rothco, part of Accenture Interactive Reveals Hunky Dorys Hilarious New Mascot - The Crinkler

British comedy director Chris Balmond directs the mockumentary style spot

Rothco, part of Accenture Interactive Reveals Hunky Dorys Hilarious New Mascot - The Crinkler

Looking to pack a punch for the latest brand campaign for Hunky Dorys, Rothco, part of Accenture Interactive, have called on the comic wit of comedian Darren Conway and revered comedy director Chris Balmond to launch the platform ‘Go Hunky Dorys or Go Home’. 

The story behind the campaign comes from the simple fact that crisps as intense as Hunky Dorys couldn’t be made using the ‘usual’ methods. There’s an undeniable passion behind each taste battering sensation. And that passion comes from a very special employee working on the Hunky Dorys’ production line. He’s known as ‘The Crinkler’.  

Played by Darren Conway, Christie the Crinkler is one in a lifetime. Born with the ‘gift to crinkle’ he screams motivation into these tasty morsels as a matter of principle. He’d even do it for free - as his ‘aul fella once said ‘Go Hunky Dorys or Go Home’.

Director of the campaign films, Chris Balmond, has worked with some of the biggest names in comedy across Ireland and the UK and he worked closely with Darren and the team at Rothco, part of Accenture Interactive, on developing the hilarious mockumentary-style script for The Crinkler.  

A 30” hero TVC will kick off the campaign and airs on Monday 17th May 2021.The campaign will also be supported by online films, social media, digital, OOH and POS.

Jen Speirs, executive creative director at Rothco, part of Accenture Interactive, comments: “Hunky Dorys is such a great fun brand. Right now, we felt people are looking for some humour and we loved the idea of probing how these unique crisps got their crinkles to give them the bigger, bolder bite and intense flavour that gives us the go hard or go home feeling. The idea that a person could be a born crisp-whisperer seemed like the irreverent fun we all need. Really it was the finishing touches from Darren and Chris that had us - and we hope will have the Irish public - in stitches.”

Karen Hurley, senior brand manager for Hunky Dorys comments: “In our new TV Commercial for Hunky Dorys, Rothco have created a brilliant backstory depicting a humorous dramatisation of the production process involved in creating Ireland’s No.1 crinkle cut crisps. Featuring ‘’The Crinkler’’ who is wild and a little unhinged, it grabs the attention of the viewer and showcases the product and brand personality in a fun and hugely entertaining way. We are delighted with the end result”.

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Client: Tayto Snacks

Marketing Director: Alina Ui Chaollai

Senior Brand Manager: Karen Hurley

Marketing Manager: Donna Coffey


Executive Creative Director: Jen Speirs

Creative Director: Shay Madden

Copywriter: Robert Cummins

Art Director: Siofra Murdock

Business Director: Joanne Laffan

Senior Account Manager: Sean Cushen

Strategy: Tara Finnegan

Designer: Ger Sexton

Project Manager: Irene Sharkey

Head of Studio & Finished Art: Dave Gallagher

Agency Producer: Laura Cahill

Agency Photographer: Raphael DaSilva

Photographer Retoucher: Lee Hickman


Production Company: H2 Films

Director: Chris Balmond

Producer: Jack Armstrong / Keith Hutchinson

Director of Photography: Narayan Van Maele

Post House: Screenscene

Editor: Rob Hegarty

Post Production Supervisor: Sinead Bagnal

VFX Supervisor: Allen Sillery

Sound: Will Farrell

Category: Food , Savoury Snacks

Genre: Comedy , Dialogue , People , Storytelling