The Jester

We employed a creative agency to tell us a bit about ourselves. After much analysis they came back and told us we were a bunch of jokers! Hence The Real McCoy was destined to be a "Jester" brand archetype. Jesters bring belonging and enjoyment to the party. Creating fun in the community, they live in the moment and enjoy all kinds of playfulness. Constantly making jokes, Jesters are always very funny, clever and mischievous and never take themselves (or anything else for that matter) very seriously.

The Chips

We sought to redevelop a niche within the market that had been neglected with the withdrawal of Ruffles(TM) from the Australian market. We launched Ridge Cut chips in 2001 to coincide with the relaunch of The Real McCoy brand.

Whilst our Ridge Cut potato chips has been successful in the market to date, in 2006 the focus has been more on fat levels and obesity. With this in mind, we looked at redeveloping this range by changing the slice profile to crinkle cut.  Still boasting a great crunch and taste, we have now been able to achieve a 10% less saturated fat. 

Also, as part of the relaunch, we have given the packs a more modern and brighter look.