The campaign, which was created by United Biscuit’s integrated agency Billington Cartmell, is themed “Are You A Real FAN?” and offers instant wins and prize draws.
McCoys claims it has been created to synchronise with the brand’s core proposition of ’real crisps for real men’. It will run across 125 million packs, including two new Limited Edition flavours Sausage Striker and Chicken Winger, from mid-April to the end of August, supported with instore point of sale.
As well as the on-pack promotion, there will also be a pub TV campaign featuring the “Only Real Men Deserve McCoy’s” advertising, and McCoy’s will sponsor talkSPORT radio’s World Cup coverage.
Consumers can enter, online or via text, to win one of ten “FANtastic” football trips around the world to venues such as Brazil, Argentina, South Africa, Spain and Holland. The prize includes flights, accommodation, entry and tickets to a domestic football match, plus spending money.
In addition there will be ’Football Survival Kits’ to be won instantly every 90 minutes. The prize includes an inflatable chair, horn, can cooler sleeve and McCoy’s snack bowl, everything you need to enjoy watching the football this summer.
Billington Cartmell’s senior account manager, Kim Roberts, says: “This campaign is about football fans, not just England fans, and is a bold rallying call for every football supporter to show passion and loyalty throughout the World Cup. It’s about the real fans who are aware of World Cup history and, of course, it perfectly encapsulates the McCoy’s brand positioning.”