Iris gobbles up more KP Snacks to bag McCoy's task

KP Snacks has appointed Iris as lead agency for crisp brand McCoy’s with a brief to deliver a new brand proposition and communications platform in a bid to stand out in the UK savoury snack category.

The appointment, which follows a competitive pitch, will see Iris help develop McCoy’s existing positioning and devise an integrated communications campaign. The account was previously held by Engine.

After conducting research using its Participation Brand Index, Iris’s proprietary database that explores the nation’s attitudes and behaviours towards over 200 brands, Iris identified a number of opportunities to differentiate and grow the McCoy’s brand in the UK market, and boost its relevance in wider culture.

Launched in 1985, McCoy’s is the third biggest brand in the bagged crisps market, with 5 million packets consumed each week and nearly a third of all UK households consuming the product. It is, however, the number one brand in the “ridged crisps” sector.

The agency also works across KP Snacks brands Pom Bear and Hula Hoops.

KP Snacks marketing manager Amy Heap said: “2024 will be an exciting year for McCoy’s, where we will invest in a new integrated communications strategy. When looking for an agency to support us with this, we were impressed by the understanding of both the category and brand that Iris showed, underpinned by clear insight.

“We’re looking forward to working with the talented team at Iris and bringing to life this new work which will help continue to drive growth.”

Iris managing director Elisha Pearce added: “This win is exciting because our Participation Brand Index really demonstrated the current challenges facing the McCoy’s brand and we were able to highlight the areas of focus required, to truly create a culturally relevant brand. We can’t wait to get started and launch a brand new integrated through the line campaign with them next year.”