KP Snacks announced today the launch of a new £1m media investment to promote its McCoy’s Epic Eats product range. Running until early December across multiple channels including radio, Out of Home and social, the campaign will drive awareness of the brand’s latest additions: McCoy’s Epic Eats Chip Shop Curry Sauce and McCoy’s Epic Eats Bangin’ BBQ.
The new campaign follows the launch of the two bold McCoy’s Epic Eats multipacks which landed in June and highlights the products’ taste and texture with the tagline “Epic Flavour, Epic Crunch, Epic Eats. McCoy’s Epic Eats multipacks are also non-HFSS with 45 per cent less salt than the standard potato crisp on average.
The media campaign will capitalise on the popularity of McCoy’s as the UK’s number-one ridged crisp brand while seeking to increase brand penetration.
“We are delighted to be supporting our new Epic Eats variants with an exciting media campaign, showcasing our bold new flavours that have landed to excite and engage shoppers,” said Brand Manager John McDougall. “The McCoy’s brand is famous for its innovative and iconic flavours, and the new campaign capitalises on this while tempting consumers to try something new.”
Worth £171.7m and growing ahead of the overall CSN category at +15.9 per cent (vs +13.7 per cent) , McCoy’s is consumed by one in four households. The McCoy’s Epic Eats product range first launched in February this year with Nacho Cheese and Spicy Salsa variants in Grab Bag and £1.25 PMP formats, which recently won Product Launch of the Year in the Snacks category at the Retail Industry Awards.