KP is launching a range of Real McCoy’s crisps that come with a pot of dip in the packet. KP claims this is the first time a branded food manufacturer has sold crisps and dips in the same bag, and is backing the launch with a &£2m ad campaign.
The crisps and dips range has three flavours – chunky BBQ dip with flame-grilled steak crisps, mango chutney with Balti curry crisps and salsa dip with rock salt crisps. The range will go on sale in September targeting “male sharing occasions”, such as football matches on television.
KP aims to exploit the male sharing market and claims the range will generate further awareness of The Real McCoy’s brand among its target market of 17to 34-year-old men.
According to KP, The Real McCoy’s brand is worth &£65m and has achieved growth of more than 85 per cent in the past two years. As well as TV advertising, the company plans to support the launch with sampling and PR campaigns.
Earlier this year, KP launched two new variants to its Skips range called Buzz Boltz and Tickle Pickle backed by a &£4m marketing campaign (MW May 16).