McCoy’s has relaunched its ‘Win Gold’ campaign for 2018, offering a prize of £10,000 to lucky snackers who find one of five gold crisps hidden in packets of McCoy’s.

The Dig for Gold on-pack promotion runs alongside a £1.5m television campaign that will see the ‘When Flavour Calls’ creative return to TV screens.

Ending in May, the promotion is running across McCoy’s £1.70 multipacks in both Classic and Mighty Meat flavours, and the £0.89 McCoy’s grab bags.

Jeff Swan, marketing director at KP Snacks, said: “We are excited to see Win Gold back for 2018! With McCoy’s experiencing phenomenal growth in 2017 and the brand now worth £120m, we are pleased to be repeating such a popular promotion to help retailers drive sales on our most popular SKUs”.

Win Gold is also being supported with shopper investment across C&I and Tesco stores.

McCoy’s saw 14.5% growth in 2017, with McCoy’s leading Grab Bags Flame Grilled Steak, Salt & Malt Vinegar, Cheddar & Onion growing at +6.4%.