Crisps promotion offer

KP Snacks is running a new promotion for McCoy’s crisps, The Rio McCoy’s Local, offering consumers the chance to win a trip to experience the summer of sport in Rio. The promotion is aimed at the crisps’ key target audience of adult males.

The competition, fronted by celebrity ‘pub landlord’ Al Murray, is being supported by on-pack promotion, social media and a £1 million campaign including a media partnership with The Sun.

The competition gives UK consumers the chance to nominate their local pub to be recreated in Rio via the brand’s promotional microsite. Once the winning pub has been selected, the promotion will offer consumers the chance to win one of 15 pairs of trips to the McCoy’s Local in Rio. There will also be 10,000 McCoy’s trophy glasses available to be won instantly.

George Johnston, marketing director, KP Snacks, says, “Enjoying sporting occasions with family and friends at the local pub is the next-best thing to being at the match itself. It’s always particularly successful for Crisps & Snacks, as there have historically been significant sales uplifts driven by increased consumption levels, as snacks are seen as a key part of the occasion.

“The McCoy’s brand has a history of delivering successful consumer promotions and this one is no different, as it captures the imagination of our key male target audience and taps into the excitement of the hotly anticipated summer of sport. We’d therefore encourage retailers to stock up to make the most of this potential sales opportunity the increased awareness and on-pack promotion will deliver.”