KP Snacks has announced a new £1m media investment to promote its McCoy’s Epic Eats product range.

The new campaign hopes to drive awareness for the brand’s latest flavours, McCoy’s Epic Eats Chip Shop Curry Sauce and McCoy’s Epic Eats Bangin’ BBQ and will run until early December across multiple channels including radio, OOH and social.

The snack brand said that the media campaign will capitalise on the popularity of McCoy’s as the UK’s number one ridged crisp brand, while seeking to increase brand penetration.

John McDougall brand manager at McCoy’s said: “We are delighted to be supporting our new Epic Eats variants with an exciting media campaign, showcasing our bold new flavours that have landed to excite and engage shoppers. The McCoy’s brand is famous for its innovative and iconic flavours, and the new campaign capitalises on this while tempting consumers to try something new.”

The McCoy’s Epic Eats product range first launched in February this year with Nacho Cheese and Spicy Salsa variants in Grab Bag and £1.25 PMP formats.