When Flavour Calls
McCoy’s are known across the country as the substantial crisp. They’re loved by a significant population of snackers, but in order to grow the brand McCoy’s needed to evolve their story.
Whilst there are many reasons why dedicated McCoy’s fans love the classic crisp, we focused our efforts on just one: McCoy’s fame for flavour. As something that resounds with both hardcore fans and lapsed snackers, flavour was a fertile territory to tempt people to grab a bag or two.
But flavour isn’t just what gets sprinkled into a pack of McCoy’s crisps. Flavour is what makes life fun and interesting. Just as the modern consumer craves flavour in their crisps, they also crave flavour in their lives.
The new McCoy’s campaign is all about celebrating both the flavour in every crisp, and the flavour in the lives of the people who enjoy them.
‘When Flavour Calls’ centres on that moment when you first open a packet of McCoy’s; when you take a step into a larger, more colourful, more sizzling world. In this campaign we personify the brand in a character – a mysterious voice – whose location remains forever shrouded in secrecy but who’s calling to make sure you know it’s not just a bag of crisps, it’s a way of life.
“McCoy’s sales leapt 16.2%, adding a cool £17.2m to brand value. This was helped by revamped packaging and a multimedia campaign called When Flavour Calls.”