Ridged crisp brand McCoy’s has launched its first radio campaign.

The campaign features the voice of McCoy’s TV mascot ‘Flavour’ prank-dialling with the message: “Eat McCoy’s, because Flavour calls.”

Claire Cooper, marketing manager at KP Snacks, said: “We felt the assets of a ringing telephone and the voice of ‘Flavour’ himself from the McCoy’s ‘When Flavour Calls’ campaign naturally lent themselves to a radio environment.

“This extension affords the brand the opportunity to strengthen the reach of the overall campaign while delivering the McCoy’s flavour message to a new audience in a humorous, maverick and distinctively McCoy’s way.”

The campaign will be supported by the re-running of the original 20-second‘When Flavour Calls TV spot alongside VOD and McCoy’s’ social channels.