Today, McCoy’s – the UK’s number one ridged crisp – launches a TV campaign to promote its new ‘Chips’ range; the lovechild of the chip and the crisp. The novel variety features three moreish flavours – Sea Salted, Salt and Vinegar and Curry Sauce – inspired by the taste and texture of real chip shop chips.

The campaign we created is fronted by a 20” TV spot set in a traditional fish and chip shop on sunny Brighton seafront, in which the protagonist Sarah receives a mysterious phone call from Flavour. As she picks up the famous golden receiver and tries the irresistible full-on flavour McCoy’s Chips, she soon realises the ominous eyeballing seagulls are after them in force.

The TV advert is accompanied by a subtitled social film, responding to the statistic that only 15% of people watch videos on Facebook or Twitter with sound. But, characteristically, Flavour takes subtitling to a whole new level and transforms the typically standard task into a knowingly high-octane, chip filled, world of mayhem.

The campaign will be further supported by an out-of-home campaign featuring the feathered protagonist, VOD and across McCoy’s’ social channels.

Daniel Winslet, Marketing Controller at KP Snacks said: “Everything McCoy’s do is about flavour with a capital F, and nothing beats the full-on flavours of the noble Fish and Chip Shop. Combined with McCoy’s ridged expertise, this is a product that the seagulls – and the public – can’t get enough of. We wanted to convey that in this campaign, with a touch of the McCoy’s maverick, and cement our position as the saviours of Flavour”.

Billy Faithfull, Executive Creative Director at WCRS said: Chips to the power of McCoy’s. Full flavour doesn’t get any bigger than this. But as Brits, we all know who the true nemesis of our most-beloved seaside snack is. The seagull. When it comes to Facebook, subtitles have become the default, because nobody’s listening. But they’re standard. Functional. Safe. We had a different idea. We knew it was an opportunity to unleash the full flavour of McCoy’s and turn the problem on its head. Just try not to blink.”

Full credits:

Client: KP Snacks
Agency: WCRS
Executive Creative Director: Billy Faithfull
Creatives: Tian Murphy, Charlie Gee
Agency Producer: Joseph Pawsey, Nosisa Majuqwana, Liz Boothby
Account Handling: Nick Fokes, Rosa Stanley, Phoebe Rees
Planning: Olivia Stubbings, Alex Willimott, Dea-Marie Watson
Media Agency: Vizeum
Production Company: Rattling Stick
Director/Animator: Daniel Kleinman
Producer: Johnnie Frankel
Sound Design: Grand Central Recording Studio
Sound Engineer: Ben Leeves
Post-Production: Framestore
Post Producer: Helen Hughes
Editing: Cut & Run
Editor: Julian Tranquille
Artwork: PICS
CGI artist: Lewis Rowe
Retoucher: Simon Pickles
Producer: Keith Hall

Phoebe Rees

About Phoebe Rees

Joined on the Big Break placement scheme and now works as an Account Executive on Santander. Lives in East London and is passionate about pugs.

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