KP unleashes a beast of a campaign

McCoy's Fire Pit range

KP Snacks has launched a new £2m campaign for McCoy’s Fire Pit.

The campaign features a cheeky, playful and mischievous ‘beast’ who represents extreme flavour cravings, and the tagline ‘Don’t Deny the Beast’.

The beast will appear in TV and video-on-demand until the end of May. A poster campaign, ‘Forged from Fire to Ignite your Desire’ runs until June, with social media activity ending in July.

Sue Mackay, Marketing Manager at KP Snacks, said: “McCoy’s Fire Pit has already been phenomenally well received by consumers and we’re confident the campaign will drive further appetite for the brand and product. The new creative is both fun and disruptive and is sure to capture the attention of consumers with a typically maverick McCoy’s approach.”

Launched this January, McCoy’s Fire Pit adds a dose of heat to ordinary BBQ flavours, with Flame Roasted Peri Peri, Flame Smoked Chorizo, and Flame Scorched BBQ Ribs variants.