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McCoy's, which has bounced around creative agencies including BMB and Crispin Porter & Bogusky these past few years, is back with a new campaign.

WCRS created the TV ad, which emphasises the ridged crisps’ strong flavour by imagining what would happen were a McCoy’s eater to receive a phone call from flavour itself. McCoy’s has put £3 million behind the campaign, which runs on TV from 18 March, on terrestrial and digital channels.