McCoy’s darts sponsorship goes MEGA for consumers and retailers

KP Snacks is excited to announce that McCoy’s will be an official partner for the Professional Darts Corporation (PDC) for the second year in a row, following a ground breaking year in 2012 which saw the No. 1 ridge cut crisp brand grow[1] in value by £10million to £113million[2]. Designed to increase sales further, the exciting partnership appeals to the Man Crisps’ key target audience of adult males and will be supported by an on-pack promotion which rolls out from February.

Key Facts

  • Year two of £2m title sponsor of the Premier League of Darts
  • McCoy’s Mega Darts on-pack promotion from February, available on 50g handy packs and 150g sharing bags
  • 2 x Limited Edition ‘darts themed’ flavours
    • Bullseye Bangers
    • Treble Cheese and Worcester Sauce

The McCoy’s Premier League Darts

As part of the deal brokered by MEC Access, McCoy’s is once again the title sponsor of the McCoy’s Premier League Darts. The expanded tournament sees the reigning Premier League Darts champion Phil “The Power” Taylor head the field of ten players, which includes 2009 winner James Wade and 2011 champion Gary Anderson and Michael van Gerwen, Wes Newton and Robert Thornton who will make their debuts in the tournament. The McCoy’s brand will receive widespread exposure on Sky Sports as the ten players face each other over 15 nights across the UK, including a packed house at The O2 in London. Additionally, McCoy’s will once again be a partner sponsor for all the other events under the PDC banner, including the World Championship in December.

On-pack promotion that hits the bullseye

Bringing the partnership to life for retailers from February, KP Snacks is launching an on-pack promotion that will feature on all 50g handy packs and 150g sharing bags of McCoy’s. The promotion will also feature on two new limited edition, darts inspired SKUs – Bullseye Bangers & Treble Cheese and Worcester Sauce – and give consumers the chance to win prizes every 180 minutes including free product, VIP tickets to the Premier League Darts final at the O2, plus adventure experiences for you and your friends.

Communication on the back of pack will drive consumers to the brand’s Facebook page, where they can enter the competition by taking part in a ‘Mega Darts’ challenge game.

The perfect partnership

George Johnston, Marketing Director of Bagged Snacks, KP Snacks, commented: “This year, we are expanding on our very successful sponsorship with the PDC. Darts is only increasing in popularity, and partnership has delivered massive exposure, particularly through Sky Sports TV coverage, which has helped drive sales and has allowed us to further engage with McCoy’s target consumer. We’d therefore encourage retailers to stock up to make the most of this potential sales opportunity the increased awareness and on-pack promotion will deliver.”

Barry Hearn, PDC Chairman added: “This new 10-player format is the most exciting change in darts for the past decade and is going to take the McCoy’s Premier League to a whole new level. The continued support of our title sponsor McCoy’s has made it possible to take this competition to the next level.”

[1] AC Nielsen w/e 29th December 2012

[2] AC Nielsen w/e 29th December 2012