KP Snacks is investing £4 million in McCoy’s latest full-on flavour release, the feisty Mexican-inspired tortilla, Muchos, with a new campaign ‘When Mexican Flavour Calls’.

The campaign will launch on 22 April with TV advertising, Broadcast VOD, digital, out of home and in-store activity running until the end of May.

KP Snacks said the half-moon shaped McCoy’s Muchos have proved instantly popular with consumers since its launch in January. The latest data shows sales reaching £2.5 million RV in the first 11 weeks of launch.

The new campaign will be the firm’s biggest NPD campaign to date. Introducing the brand straight to TV, the action-packed advertisement delivers a fun-filled message in the characteristically maverick McCoy’s tone of voice.

Bbold and eye-catching out of home and in-store activity will feature the characters prominently shouting out the classic McCoy’s message with a Mexican spin, ‘When Mexican Flavour Calls’.

Claire Cooper, Marketing Manager at McCoy’s, commented, “McCoy’s Muchos has already seen phenomenal growth within the first few weeks of its launch and we’re confident the campaign will drive further appetite for the brand and product.”

McCoy’s Muchos can be purchased in three authentically Mexican flavours; Cool Sour Cream & Onion, Tangy Nacho Cheese and Smokey Chilli Chicken. All three flavours are available in 8 x 180g RRP packs, with Tangy Nacho Cheese and Smokey Chilli Chicken also in 14 x 80g £1 PMPs.