United Biscuits UK (UBUK) a leading manufacturer of snacks, biscuits and
cakes, is launching a £2m marketing campaign for McCoy’s to target football fans
in 2010 and grow the bagged snacks category. The campaign will consist of a six
month sponsorship activity with talkSPORT and see McCoy’s return to TV for six
weeks with its memorable Man Crisps campaign from 1 February.
talkSPORT of the Town
To drive sales for retailers, McCoy’s will feature on the UK’s leading
commercial sports radio station to become talkSPORT’s official crisp partner for
the FIFA 2010 World Cup from the beginning of February. The brand will feature
on air every week in the lead up to the World Cup and during the tournament, the
on-air presence for McCoy’s will be increased significantly. The brand will be
featured on the talkSPORT website and within the radio station’s digital
magazine, monthly competitions and additionally advertorials in Sport magazine.
Heavyweight Pub-licity to drive sales
To add further weight to the promotional activity and grow the £88m brand,
McCoy’s will return to TV for six weeks from the 1st February, with the popular
pub-themed Man Crisps campaign.
Helen Warren-Piper, Marketing Director of Bagged Snacks at UBUK, comments:
“McCoy’s continues to strike a chord with male consumers and this partnership
with talkSPORT is bang on our target audience. The ‘talkability’ and word of
mouth that the medium of radio and the World Cup generates are key reasons as to
why we chose to partner with talkSPORT in this way. This year, we’ve increased
our media spend by 40% and retailers will see the benefit of the increased
advertising for McCoy’s in 2010, so they should stock up. It’s been a busy start
to the year for McCoy’s and retailers should watch out for further activity that
will support sales later in the year.”
At the beginning of 2010, McCoy’s added a Bacon Sizzler handy pack to the range.
The variant also forms part of its Meaty 6 multipack, while a new Sizzling King
Prawn multipack has been rolled out nationally. The range has also benefitted
from a further 30% reduction in saturated fat, while retaining the same great
Source: AC Nielsen w/e 10/10/09
on United Biscuits on PotatoPro