McCoy’s has launched the latest version of its ‘When Flavour Calls’ campaign with a new TV ad to support its Thick Cut range of full-flavoured flat crisps. The 30-second clip builds on the brand’s ad push earlier this year, and will feature across popular TV networks – ITV, Channel 4, Channel 5 – as well as digital channels and online throughout 2016.

Positioning McCoy’s as a brand that’s famous for delivering on flavour, the new creative communicates McCoy’s strong taste credentials by showing viewers what would happen if ‘flavour’ literally were to call. Depicting an ordinary man called Gary in a convenience store, a phone placed on the counter rings to tell him that he’s made the right choice in choosing a pack of Thick Cut.

Jeff Swan, marketing director at KP Snacks, says: “Building off the back of our hugely successful ‘When Flavour Calls’ campaign that went live in March, we’re back again on TV screens to make some more noise about the brand’s superior taste. We wouldn’t launch a flat crisp unless it was true to McCoy’s belief in being full on Flavour, so we’re pleased flat crisp eaters can now enjoy a thicker crisp that is more satisfying."

The range of thick cut flat crisps comes in three multipacks (5 x 30g) including two assorted packs; the Classic which contains the brand’s popular flavours - Salt & Cider Vinegar, Salted and Cheddar & Red Onion; and the Meaty which includes Beef & Onion, Crispy Bacon and BBQ Chicken variants. Giving shoppers more of their favourite, McCoy’s is also offering one solo multipack of Cheddar & Red Onion, apparently one of the best-selling flavours in the flat crisp market. Thick Cut is also available in 35g handy packs in BBQ Chicken and Cheddar & Red Onion flavours.

As well as the heavyweight above-the-line campaign, McCoy’s will be driving further visibility in-store and in-depot via a raft of what it has called "eye-catching" display solutions.