KP Snacks has launched an advertising campaign to promote McCoy’s in partnership with Capital Radio.

Running throughout November, the campaign will see McCoy’s as a midmorning sponsor of the radio station on weekdays, to help maximise lunchtime meal deal occasions.

McCoy’s will also feature in 30-second branded adverts on Capital throughout the day, focusing on the range’s flavours.

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The campaign comes as meal deals are becoming increasingly popular, now making up 20% of promotional crisp, snack and nut sales. Within meal deal occasions, McCoy’s Salt & Vinegar and Flamed Grilled Steak varieties are the number-two and three bestselling meal deal choices.

Overall, McCoy’s is the UK’s number-one ridged crisp brand, worth £148.2m and growing by 8.5% annually.

Ilan Arkin, marketing controller at KP Snacks, said: “McCoy’s is a recognisable and well-loved brand and its bold flavours make it an excellent choice for lunchtime occasions. With a massive reach of 12.7million, Capital FM is an ideal partner for this campaign to help maximise brand penetration.”

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