Kepak Convenience Foods is going all out to show that Rustlers, the UK’s No.1 micro-snacking brand*1(*1), is #FLAMINTASTY by staging its biggest ever sampling campaign, backed by a brand-building, money-off coupon drive.
“We’re so confident in the flame-grilled taste and quality of the Rustlers range that for the first time ever we’re offering consumers a money-back guarantee if they’re not completely satisfied,” says Channel Director Stuart Meikle.
#FLAMINTASTY marks the start of a sustained campaign to improve the perception of Rustlers amongst people who’ve never tried the product. Trial on this scale is one of the keys to achieving Rustlers’ growth potential as the vast majority of consumers who try the brand really like the flame-grilled taste and then go on to buy it.”
The #FLAMINTASTY campaign starts in the North East TV region in mid-February and will roll out across other regions.
The initial £350,000 investment will target both gatekeepers and consumers, reaching almost 1.5 million people in its first phase.
Marketing activity includes store, student union and shopping centre sampling. In addition, money-off coupons will be targeted at students complemented by a door drop that will reach more than 300,000 households.
Consumers will also be engaged by SMS mobile phone messaging, directing them to their nearest Rustlers stockist, with radio advertising and extensive social media activity also playing a key role in reaching consumers.
Kepak is also creating impact in-store with dedicated #FlaminTasty POS across all retail channels, boosted by cash & carry demonstration days to heighten retailer awareness.
*1 Kantar Worldpanel 52 w/e November 8, 2015