The seven-week push, developed by brand experience agency RPM, continues the theme of recent TV ads created by Publicis. These depict women amazed at gentlemanly acts, such as doing the laundry, and carry the strapline 'McCoy's Specials. The gentleman's crisp'.
The campaign will send actors dressed as butlers to supermarkets to introduce consumers to the premium crisps, offering samples and 25p money-off coupons.
Samples will also be offered by staff dressed as chefs behind butchers' blocks.
The activity for the United Biscuits-owned brand will primarily target female shoppers and will run in Asda, Sainsbury's, Morrisons and Tesco.
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