TV ad for McCoy's Dig for Gold on-pack push

The £1.4m promotion will be backed by a TV spot featuring a t-rex that shoots lasers from its eyes

KP Snacks is offering five shoppers the chance to win £10,000 by finding one of a quintet of golden crisps in packs of McCoy’s.

Rolling out now, the Dig for Gold promotion runs across grab bags in six flavours – Flame Grilled Steak; Salt & Vinegar; Cheddar & Onion; Mexican Chilli; Sizzling King Prawn; Thai Sweet Chicken – and six-bag multipacks in Classic and Mighty Meaty.

The £1.4m campaign will be supported by activity including another iteration of the brand’s When Flavour Calls TV ad. The latest spot sees an office worker named Thomas being showered in golden treasure, with help from a tyrannosaurus rex that shoots lasers from its eyes.

To support the wholesale channel, McCoy’s has created a ‘standout’ depot display to “create some theatre”.

The new push comes after The Grocer revealed McCoy’s had risen 10 places in Britain’s Biggest Brands, with sales up 8.5% to £107.2m [Nielsen 52 w/e 31 December 2016].

The prizes on offer reflected McCoy’s “soaring success” over the past 12 months, said Andy Riddle, branded sales director at KP Snacks. “This exciting new on-pack promotion provides us with the opportunity to engage with both our retail customers and consumers.”