McCoy’s is ramping up its When Flavour Calls activity following the launch of its new TV ad.

As part of its £3m marketing investment, the brand has now launched bespoke, interactive displays in wholesalers across the UK, with phone box-themed displays at 15 separate Bestway and Dhamecha cash and carry depots.

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The displays highlight the three most popular McCoy’s flavours, Flame Grilled Steak, Salt & Malt Vinegar and Cheddar & Onion, with the aim of driving awareness of its recent improvements to flavour and texture.

Matt Collins, KP Snacks trading controller for convenience and wholesale, told Retail Express: “The challenge for us and independents is to revive singles. The format has been squeezed on price by multipacks and sharing bags, but singles can be revived. It’s our job to inspire consumers to return to the category.”

In a bid to help drive singles sales, which has seen a decline in consumers aged 19-35 years old, the brand recently launched Thick Cut, its first-ever flat crisp, which is available in BBQ Chicken and Cheddar & Red Onion flavours.

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Collins added that the brand has “heavily invested” in McCoy’s over the years. “In 2014, we partnered up with celebrity ‘pub landlord’ Al Murray to recreate a local UK pub in the heart of Rio during the World Cup; then in 2015 we launched the ‘Win Your Club’ on-pack promotion which offered fans an array of ‘money-can’t-buy’ prizes such as a behind the scenes tour of their local football club. This year, we’re really focusing on the product and making McCoy’s famous for delivering on flavour,” he said.