KP Snacks has invested £4 million in a campaign to promote its new Mexican-inspired McCoy’s crisps, Muchos, with an ad created by London based agency, ENGINE.

Drawing inspiration from previous activations, the ‘When Mexican Flavour Calls’ campaign, created by ENGINE, launched on 25 April with TV advertising, Broadcast VOD, digital, out of home and in-store activity running until the end of May.

Responding to the growing popularity of Mexican flavours, KP Snacks launched the innovative half-moon shaped McCoy’s Muchos in January 2019.

New McCoy’s Muchos! – When Mexican Flavour CallsThe firm said the tortilla crisps have proved instantly popular with consumers with the latest data showing sales reaching £2.5m RV in the first 11 weeks of launch.

Gathering momentum

To continue this momentum, KP Snacks is launching its biggest NPD campaign to date, investing £4 million in Muchos.

Introducing the brand straight to TV, the action-packed advertisement delivers a fun-filled message in the characteristically maverick McCoy’s tone of voice, as the voice of flavour once again calls the unsuspecting protagonists.

By opening a pack of McCoy’s Muchos, the setting ignites into a fiesta, with Mexican wrestlers, a mariachi band and McCoy’s very own DJ Burro all joining the party, as the tantalising Muchos flavours are experienced.

To support the message that Muchos bring excitement and flavour to any sharing occasion, bold 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’.

“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”, said Claire Cooper, Marketing Manager at McCoy’s.

“The creative puts a new spin on the iconic ‘When Flavour Calls’ campaign which has become synonymous with full-on flavour in the minds of consumers and we’re excited, not only to see the response from consumers, but also the impact this will have in driving the category forwards.”

Paul Jordan, Executive Creative Director at ENGINE added” “Marrying together the uncompromising taste of McCoy’s with the full-on flavours of Mexico is a match made in taste bud heaven.

To convey how great that tastes, we’ve created a McCoy’s Mexican Mash-up.”