KP Snacks has put £1m into a media campaign promoting its McCoy’s Epic Eats range.

Running until early December across channels including radio, outdoor and social media, the campaign will drive awareness of the two newest Epic Eats varieties: Chip Shop Curry Sauce and Bangin’ BBQ.

It aims to capitalise on McCoy’s status as the UK’s number one ridged crisp brand while increasing penetration of the Epic Eats range with the tagline, ‘Epic Flavour, Epic Crunch, Epic Eats’.

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John McDougall, McCoy’s brand manager, said: “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 campaign comes as the McCoy’s brand is worth £171.7m and growing by 15.9%, ahead of the overall crisps, snacks & nuts category at +13.7%.

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