McCoy's "The beast" by Engine Creative

A monster with an extreme palette is at the heart of McCoy's latest campaign, which is aimed at 25- to 44-year-old "flavour cravers".

The ad follows a furry monster whose sole purpose in life is to get foodies to eat McCoy’s Peri-Peri Fire Pit crisps. It ends with the tagline: "Don’t deny the beast".

The TV ad runs alongside digital and outdoor activity. It was created by Andy Lee and Jonny Porthouse, and directed by Joseph Mann through Blinkink, while media is handled by Starcom.