McCoy's formulates different types of luscious crisp chips. Their love and passion toward the crispy taste set their range a little different from the rest. They always strive to make things better with their exceptional cooking process. You can add in stuff like chopped tomato and garlic, but I kept this one really simple – just a couple of ripe avocados, mashed up with a drizzle of olive oil, salt and pepper and lime juice.

I’m calling this feast ‘deconstructed nachos’ because everyone knows that calling something ‘deconstructed’ makes it fancy. I mean sure, it’s really just laziness – you can’t be bothered to finish making something so you call it deconstructed and then you can get away with serving it in bits – but let’s brush over that and enjoy the splendour of my Muchos inspired Mexican extravaganza shall we? Tesco. It is one of the leading supermarkets in the UK. They store all the ranges from Muchos, Ridged, and Chips category from the brand McCoy's. Whatever the flavor is, one can explore them all under the single roof.I’ll tell you what DOES make for a bit of a nice mouthful, (smooth Middleton, smooth), and that’s Muchos – three feisty Mexican flavours of folded tortilla crisp from McCoy’s, the UK’s number one ridged crisp. To be honest, I tend to think of myself as more of a Jaffa Cake kind of girl than a crisp person, but when I sat down with a bag of Nacho Cheese flavour Muchos last week, (just for research purposes you understand), I found myself half way through a sharing bag before I’d even got to the first ad break in Celebs Go Dating. They’re just too damn moreish. That crunchy texture, the flavour… I had to get Belle to take them away from me in the end. With no TV ad and no time to create one, Starcom went in search of a partner to overcome this challenge. Channel 4 was a good fit – the right audience profile who are big fans of comedy and irreverent programming - as well as a good personality match – brave, out-there and not afraid to take risks. Alongside Channel 4, they developed the Ultimate Tortilla Take Down. The Plan

Running until 5th November, the campaign continues to drive awareness of McCoy’s Muchos through striking out-of-home advertising appearing on 6 sheet advertising nationwide and also in-store displays which encourage consumers to choose McCoy’s to ignite the fiesta at home in the run up to key sharing occasions, Halloween and the Mexican Day of the Dead. Claire Cooper, Marketing Manager at McCoy’s comments, “McCoy’s Muchos has already seen phenomenal growth and we’re confident this new investment will drive further appetite for this fantastic product. The creative features the iconic ‘When Flavour Calls’ strapline which has become synonymous with full-on flavour. We’re excited to promote bold flavours and continue to drive sales of McCoy’s Muchos in 2020.”On the pretty grey marble slab next to it you can see some soft mini taco shells, which Belle loves. I enjoyed just shovelling everything into my mouth on Muchos, but it was fun to have an alternative vehicle for table to mouth transportation of tasty treats. TV was the perfect medium to drive brand favourability and make people feel good about Muchos, whilst making sure it was distinctive from Doritos. These are definitely something you could just buy a tin of, but I thought it might be fun to make my own version as sometimes I find the tinned ones a bit too mushy, like baby food. Drawing inspiration from previous activations, the ‘When Mexican Flavour Calls’ campaign will launch on 22 April with TV advertising, Broadcast VOD, digital, out of home and in-store activity running until the end of May. That title’s a bit of a mouthful isn’t it? ‘A Mexican feast with McCoy’s Muchos’. Try saying it after a few shots of tequila, see how you get on.

It genuinely looks pretty good doesn’t it? The beauty of this meal is that you can really make it as simple or as complex as you like, so if you wanted to make your own pulled pork from scratch then you could, but similarly if you wanted to just go to the Mexican section at Tesco and buy a load of ready made dips and salsa then that’s also fine. As the category challenger, McCoy’s decided to embrace the fact that their major competitor was such a strong brand and let the Muchos personality come through and have some fun. Dunnhumby data showed that Muchos appeals more to pre-family shoppers than other life-stages. Whilst Doritos appeals to these audiences too, they are also their lowest loyalty consumers – a clear growth opportunity to go after younger Doritos fans and get them to move camp.Chips. McCoy's also has a tasty range of chips. One can explore here various flavored chips along with a great taste. Some of the flavors are Curry Sauce, Salt & Vinegar, Sea Salted, and more. To support the message that Muchos bring excitement and flavour to any sharing occasion, bold and eye-catching out of home and in-store activity will feature the characters prominently shouting out the classic McCoy’s message with a Mexican spin, ‘When Mexican Flavour Calls’. The crisps giant confirmed the activity was linked to an upcoming launch, but declined to comment further.

Each fried Muchos variant is made from corn, wheat and potato, along with a blend of six spices and kidney beans that can be seen in the crisp. Read more:Walkers unveils ‘more premium’ new look for its core lineup Claire Cooper, marketing manager at McCoy’s comments; “McCoy’s Muchos has already seen phenomenal growth and we’re confident this new investment will drive further appetite for this fantastic product. The creative features the iconic ‘When Flavour Calls’ strapline which has become synonymous with full-on flavour. We’re excited to promote bold flavours and continue to drive sales of McCoy’s Muchos in 2020.” They introduce people with irresistible scent and taste. All the products from McCoy's are highly suitable for vegetarians. Not only these, but they also have a good quality nutrition value.

Fully loaded flavour

Muchos disappeared from supermarkets last month, having been touted as the “biggest-ever” launch from McCoy’s in 2019. Delivering full-on Mexican flavour across the nation, it already has an impressive 25% awareness with consumers up and down the UK. I added a little bit of coriander too, because there is nothing that is not improved with a sprig of coriander, whatever my daughters may try to tell you. Homemade refried beans The Manderley Group, whose registered headquarters is in Northamptonshire, is the parent name of the group of companies bought by the Hutchinson family members. Let me talk you through what I did, so you feel suitably inspired to recreate this Mexican Muchos family feast for yourself at home: Smoked paprika sweetcorn with feta