McCoy's Muchos Nacho Cheese Tortilla Crisps, 180g

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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. These look GOOD don’t they? I think I’ve given the plot away a little bit with the title though. Basically all you have to do is cook your corn on the cobs as usual, then dot each with a knob of butter, sprinkle with a little salt and smoked paprika, and crumble some feta over the top. Delivering full-on Mexican flavour across the nation, it already has an impressive 25% awareness with consumers up and down the UK.

Muchos disappeared from supermarkets last month, having been touted as the “biggest-ever” launch from McCoy’s in 2019. 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 within the first few weeks of its launch and we’re confident the campaign will drive further appetite for the brand and product. The creative puts a new spin on the iconic ‘When Flavour Calls’ campaign which has become synonymous with full-on flavour in the minds of consumers and we’re excited, not only to see the response from consumers, but also the impact this will have in driving the category forwards.”

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At the time Tayto director Stephen Hutchinson said: "In the time Paul has been with us, he has led the company's growth and expansion, and his dedication and commitment to the Tayto brand has been unparalleled. He is a businessman of vision and entrepreneurial flair and we shall miss him greatly." 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. The crisps giant confirmed the activity was linked to an upcoming launch, but declined to comment further.

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. 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.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’. 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? 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. 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