# Monstrous Snack Ads McCoy's 'The Beast' Campaign Nods to Being 'Hangry' By Ell Smith | Published 2021-02-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mccoys-the-beast References: [adsoftheworld](https://www.adsoftheworld.com/media/film/mccoys_the_beast) & [mccoys](https://www.mccoys.co.uk/) McCoy's 'The Beast' campaign takes a hilariously relatable approach to its [snack-friendly ad](https://www.trendhunter.com/trends/call-of-the-mustaches). The [chip brand](https://www.trendhunter.com/trends/mccoys-crisps) played into the classic 'hangry' trope, but kicked it up a notch with a re-imagining of what happens when we're hungry. In the first ad, a woman is sitting at her desk when a mysterious monster-like arm appears and begins eating a bag of chips placed on her work desk. In the second example, the [monstrous arm appears](https://www.trendhunter.com/trends/a-monster-menu) again as various people contemplate whether or not to eat the chips. Each of the ads closes with the tagline "Don't deny the beast." The ad cleverly references the power of appetite and reminds consumers to indulge instead of denying themselves. Image Credit: McCoys ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 13% | Activity: 18% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Snack Ad Nod to 'hangry':** Opportunity for snack brands to tap into relatable emotions with humorous and creative ads. - **Personifying Appetite:** Opportunity to use anthropomorphism to create fun and engaging ads that encourage indulgence. - **Monster Marketing:** Opportunity for brands to use monster imagery to create memorable and playful advertising campaigns. ### Sectors Adopting This - **Food and Snack Industry:** Opportunity for snack brands to create innovative and humorous advertising campaigns that stand out in a crowded market. - **Advertising Industry:** Opportunity to use creativity and humor to engage consumers and make brands more memorable. - **Entertainment Industry:** Opportunity for movie studios and TV networks to collaborate with snack brands to create playful and memorable advertising campaigns featuring monster imagery. ## Related on Trend Hunter - [Fun-Forward Snack Campaigns](https://www.trendhunter.com/trends/feed-the-fun.md) - [Snacking Mishap Campaigns](https://www.trendhunter.com/trends/the-other-hand.md) - [Creepy Autumnal Snack Packaging](https://www.trendhunter.com/trends/walkers-halloween-packs.md) - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Cheeky Tortilla Chip Campaigns](https://www.trendhunter.com/trends/simplyprotein-campaign.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Grab-and-Go Spicy Snack Chips](https://www.trendhunter.com/trends/mccoys-hot-n-spicy-snack-chips.md) - [Permissible Snack Brand Campaigns](https://www.trendhunter.com/trends/walkers-campaign.md) - [Extra-Seasoned Spicy Snack Chips](https://www.trendhunter.com/trends/mccoys-hot-n-spicy.md)