Rustlers, the UK’s best-selling micro-snacking brand*1, is rolling out a new £2.5 million marketing campaign over the next 12 months to support its new growth strategy.
The major marketing drive will be spearheaded by a new TV commercial designed to provoke conversation amongst its core target audience of 16 – 24 year olds.
The re-positioning will also enhance Rustlers quality credentials by placing the brand’s unique flame-grilled cooking process at the heart of its brand identity and communications.
It marks the start of a four-year plan by Rustlers to grow the UK’s £150 million*2 micro snacking category by £50 million.
“People who buy Rustlers rank it more favourably than loyalists of brands in our broader competitive set, but we’re going to accelerate growth by challenging and changing perceptions amongst people who have yet to try it,” says Adrian Lawlor, Kepak Convenience Foods’ Marketing and Business Development Director.
The new TV commercial has been developed by the London office of New York based Droga5 which has won Agency of the Year 10 times in the last 10 years and is the only agency to be named to Advertising Age’s A-List over six consecutive years. Droga5 list amongst their clients Under Armour, Belstaff, Anheuser-Busch InBev & Vita Coco.
The creative is headlined ’80 Years of Torment’ and tracks a man’s life from boyhood to old age, showing hardships endured along the way. It ends with the now elderly man tucking into a proper flame-grilled burger from Rustlers that cooks in just 90 seconds, finishing with the line: ‘What A Time To Be Alive’.
It has been researched extensively with forensic brand guidance agency Transgressive X and has shown a significant impact on the brand’s objectives of improving quality perceptions across a number of measures at the early stages of the shopper journey.
Peak-time TV advertising will run on Channel 4, supported by cinema, outdoor and digital, generating over 70 million opportunities to see.
Rustlers has grown from a standing start 15 years ago to annual sales of more than £100 million today. Our growth plans are ambitious and we’re confident that our new brand proposition will result in many more people trying Rustlers. With the quality of our offer, repeat purchase rates will be high.”
The first wave of the campaign breaks in Scotland and the North of England next month (November) and runs until mid-December. It comes as Rustlers is building on its position as the UK’s best-selling micro-snacking brand, with annual sales of more than £100 million, up 16 percent year-on-year*2.
*1 IRI 52 w/e August 14th 2016
*2 Kepak estimates 52 w/e 16th July 2016 (created due to low convenience read from IRI)