McCoy’s is driving crisps and snacks sales by returning to TV with a £3m ‘When flavour calls’ advert, after changing their crisp packaging in February.

Adverts will be running on ITV, Channel 4, Channel 5 and digital channels, the campaign will also include outdoor advertising from April 10.

Andy Riddle, branded sales director for KP Snacks, said: “This year we are continuing to ramp up investment in the brand as we look to appeals to a wider population of snackers with our improved and even stronger flavour.”