McCoy’s has released a new ad for its new Fire Pit variety, highlighting that, when you’re craving flavour, only McCoy’s can satisfy.

The spot features a woman at her desk, eating some very plain crisps until a furry hand “goes” to the grocery store downstairs and grabs from the cashier a McCoy’s Fire Pit crisp and gives it to her.

The end of the advert sees the woman surprised and delighted to discover this Flame Roasted Peri Peri flavor. The voiceover adds the tagline “Don’t Deny The Beast” while the beast’s hand points to a bag of McCoy’s Fire Pit.

The Fire Pit range also includes Flame Smoked Chorizo and Flame Scorched BBQ Rib.