Campaign of the month: McCoy’s

McCoy’s crisps has unveiled a new advertising campaign which introduces “The Beast”, a monstrous creature whose hunger can only be quelled by the snack.

The KP Snacks brand has revealed a 20-second and 10-second short featuring the creature, which will run across TV and on-demand services.

The ads were directed by Blinkink’s Joseph Mann and devised by creative agency Engine, which has worked with KP Snacks on campaigns for other brands in the past.

Each ad features the hairy, long-armed beast diving into bags of McCoy’s to satisfy its cravings that can’t be met with plain crisps on the market.

Billy Faithfull, Engine chief creative officer, said: “Unprecedented times call for an unprecedentedly flavoursome crisp. McCoy’s has always satisfied the beast within, and that extreme craving in this case is, naturally, represented by our beast’s arm of an indeterminable length, taking you away from that wisp of a crisp that for some reason you mistakenly chose.”

Ilan Arkin, McCoy’s marketing controller, commented: “We gave Engine a simple brief, to convey the fact that McCoy’s is full-on flavour and that when you need a flavour hit, only McCoy’s will do.

“At the first stage, the agency presented a visually impactful idea, ‘don’t deny The Beast’ that delivered on McCoy’s unique tone of voice, ensuring we would grab attention and communicate our message clearly.

“The TV shoot was during lockdown, but was a seamless process and a great team effort that has produced some amazing content that everyone at KP Snacks is very proud of,” he added.