Retailers are being urged to stock up on Rustlers as the brand unveils a six-week national TV and radio campaign backed by a £1.5m marketing investment. Launching on 6th March, the campaign will position Rustlers as the perfect meal solution for time pressed cost-conscious consumers by challenging them to ‘Surprise Yourself, it’s Better Than You Think’.
Rustlers, the £107m*1 Chilled Ready Meals brand, is bringing back one of its most successful marketing campaigns as part of its growth strategy to challenge and elevate perceptions of the brand. But this time, its going national.
First launched in 2020, the original regional campaign brought in 40.3% more shoppers into the brand*2. The activity also resulted in long term success, with an +18% YOY increase in sales, and Rustlers share of convenience lunch rising from 8.8% to 13.2%*3 in the months following ‘Better Than You Think’ the campaign.
‘Better Than You Think’ dials up Rustlers’ quality and taste credentials by educating consumers through provenance & taste cues – found to be the most motivating driver of shifting product perceptions. Building on the success of the previous campaign, the no-nonsense self-depreciating and humorous attitude used alongside these cues is proven to appeal to consumers, drive trial and result in a boost in purchase volume and frequency.” says Elaine Rothballer, Head of Marketing Consumer Brands at Kepak.
The campaign forms an integral part of Kepak’s £1.5m marketing investment in the Rustlers brand for the year ahead.
Sources
*1: Nielsen Total Micro-Snacking, 52 we 24th December 2022
*2 Kantar WPO Micro-Snacking 12 w/e 24-Jan-2020 vs 12w/e 20-Sep-2020
*3 Kantar 52w/e 29.11.20
