McCoy’s is amplifying its national ‘When Flavour Calls’ activity with bespoke and interactive displays in select wholesale depots across the UK.
The campaign is being supported with a £3m marketing investment, including a new TV advert which is live now across popular TV networks; ITV, Channel 4, Channel 5; digital channels and online throughout 2016.
Featuring in 15 Bestway and Dhamecha cash & carries, the dynamic phone box themed displays will showcase McCoy’s’ most popular flavours - Flame Grilled Steak, Salt & Malt Vinegar and Cheddar & Onion – and drive awareness of the brand’s recent product upgrade, designed to give shoppers an even stronger flavour and an even better texture across the entire McCoy’s range.
Matt Collins, KP Snacks trading controller convenience and wholesale says: “We want to strengthen our in-depot presence as well as drive engagement with our customers, and the interactive displays are a sure-fire way of doing this. Depot managers are excited to have the phone boxes on show and it’s important that we continue supporting our wholesale partners with striking displays that create theatre and disrupt retailers on their auto-pilot journey.
“We’ve heavily invested in McCoy’s over the years. In 2014, we partnered up with celebrity ‘pub landlord’ Al Murray to recreate a local UK pub in the heart of Rio during the World Cup; then in 2015 we launched the ‘Win Your Club’ on-pack promotion which offered fans an array of ‘money-can’t-buy’ prizes such as a behind the scenes tour of their local football club. This year, we’re really focusing on the product and making McCoy’s famous for delivering on flavour.”
McCoy’s is a big seller in the impulse channel and the full range is a must-stock for every retailer selling crisps and snacks. The brand is worth £26.1m in convenience and is growing at +7.6% YoY - a level of growth that is far outpacing the growth rate of the Total Bagged Snacks category (Nielsen).
To find out more about McCoy’s merchandising solutions retailers can contact the SnacKPartners team on SnacKPartners@kpsnacks.com.