MCCOY’S HOT ‘N’ SPICY LAUNCH

CHALLENGE
Launch McCoy’s new Hot ‘n’ Spicy flavour on social in a way that felt native to the platform and distinctive within a crowded snack category.

IDEA
We created Hot Takes, a social campaign built around light-hearted, culturally relevant debates that matched the boldness of McCoy’s new flavour.

EXECUTION
Working with Wasserman, we developed the creative for influencer-led content and the wider always-on approach for the campaign.

Content creator Luke Hamnett became the face of the campaign, evolving his signature confessional style into McCoy’s Hot Takes. This was supported by product gifting and native content designed to drive participation and shareability.

OUR ROLE
Social creative development, influencer content direction, always-on content

IMPACT
Distinctive social launch platform for a new product
Consistent stream of culturally relevant, creator-led content