Snack brand McCoy’s has relaunched its ‘Win Gold’ campaign for 2018, offering a prize of £10,000 to shoppers 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. In the TV ad, which is also being used on social media sites, KP brand spokesman, everyman hero Thomas, gets a call from Flavour on his golden telephone receiver (a reference to McCoy’s over-arching ‘When Flavour Calls’ brand campaign) and starts searching his packet of Salt & Malt Vinegar McCoy’s to see if he has won.
On finding a Golden Crisp, his grey office is transformed with a mound of gold, while his colleagues work on.
The promotion runs until midnight on May 31st 2018, across McCoy’s multipacks in both Classic and Mighty Meat flavours and McCoy’s Grab Bags. To enter, consumers must be 18 or over and residents of the UK (England, Scotland, Wales and Northern Ireland), Isle of Man and Channel Islands. There is a No Purchase necessary route for Northern Irish consumers.
There are five prizes of £10,000 available to be won instantly – five Golden Crisp Tickets have been randomly inserted inside individual 47.5g grab bags or outer wrappers of multipacks of 28.5g bags, and if a consumer finds one, they have won. If a consumer does find a Golden Crisp Ticket, they have to retain it and the associated Golden Crisp, plus the original packaging, and contact the promoter using the details provided on the Golden Crisp Ticket. They will then get a claim reference number and next-step instructions.
Win Gold is also being supported with shopper investment across Tesco stores and Convenience and Impulse outlets.
Jeff Swan, Marketing Director at KP Snacks, says: “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.”
According to AC Nielsen figures, McCoy’s is the UK’s number one ridged crisp brand. 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%, five times faster than the nearest competitor.
KP Snacks is the UK’s number one manufacturer of nuts and number two manufacturer of bagged snacks. It manufactures brands including McCoy’s, Hula Hoops, KP Nuts, POM-BEAR, Butterkist, Skips, Space Raiders, Discos, Nik Naks, Wheat Crunchies, Royster’s, Brannigans and Frisps. It also makes own-label snack brands for leading UK retailers.
KP Snacks is part of the Intersnack Group, Europe’s leading producer of savoury snacks, operating in around 30 European countries.