Kepak Convenience Foods is unveiling eye-catching new pack designs for Rustlers, the nation’s number one micro-snacking brand(*1).
Designed with Rustlers’ broadening consumer base in mind, the new packs feature a new Rustlers logo, appetising product photography and the Rustlers flame which represents the brand’s signature flame-grilled taste.
Kepak Marketing Director John Armstrong says the packs reflect Rustlers new brand positioning, focusing more on hunger satisfaction than speed.
“Rustlers’ audience has changed and is no longer the sole preserve of lads and young men. This is reflected in the new pack designs which have researched extremely well,” he says.
Masculine-looking packs have made way for designs which we know appeal to Rustlers new, broader 16 to 34-year-old core target market, 40% of which is female.”
The new packs will roll out from mid-April and follow Kepak’s recent announcement of a £multi million investment to double Rustlers sales in the convenience channel in the next three years, targeting annual sales of £66 million in convenience by 2018.
TV advertising will drive Rustlers marketing support this year (the 14th successive year that Rustlers has been backed by TV advertising), with the Hunger Monkey TV commercial on national TV this autumn, once again delivering the ‘satisfying hunger’ message.
*1 IRI 52 w/e November 8th, 2014