McCoy’s has launched its latest iteration of its ‘When Flavour Calls’ campaign with a new TV ad to support its Thick Cut range of full-flavored flat crisps.

On air from the 20 September, 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.”

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 display solutions.