Rustlers, one of the UK’s Top 100 Brands*1, is launching a national marketing campaign as part of a growth strategy to shift perceptions of the brand.
‘Better Than You Think’ puts the brand’s quality credentials at the heart of its identity. It is designed to elevate quality perceptions and position Rustlers as the perfect meal solution for time-pressed consumers by challenging them to ‘Surprise Yourself, it’s Better Than You Think’.
“As the No. 1 micro snack, with sales over £110m, growing at 11%*2, we know we have a large loyal following who love our products and buy into the brand time and time again, but we’re going to accelerate growth by challenging and changing perceptions amongst people who have yet to try it.”
Says Adrian Lawlor, Marketing and Business Development Director at Kepak, home of Rustlers.
“The “Better Than You Think” advertising platform has been developed to build the quality credentials of Rustlers into the long term. The initial focus will be on landing the message that Rustlers beef burger range is made with “100% British & Irish Beef” and we have worked hard to deliver this in a “Rustlers” style which is honest, self-deprecating and humorous. Extensive research has been positive, highlighting that it will increase the frequency of shop with our current customers whilst also recruiting new shoppers”, adds Adrian.
The campaign launches on 21st September and includes in-store activation, text-to-win competitions giving away free product and shopping vouchers, a Deliveroo partnership and a high impact OOH advertising, radio and social media campaign generating over 88 million opportunities to see the Rustlers brand.
CONVENIENCE CHANNEL ACTIVATION: SURPRISE YOURSELF WITH STRONG SALES
Rustlers is launching a convenience channel campaign to coincide with the ATL activity, supporting retailers to stock up to ‘Surprise Yourself with Strong Sales’.
“We’ll be supporting the convenience channel with Field Sales, trade marketing and category advice to enable them to cash in on this opportunity. This will benefit Convenience Store operators and the additional demand created by this will create an opportunity for our Wholesaler partners.” adds Adrian.
Retailers will be supported with a number of incentives including case deals on the Shopt app, free POS kits and merchandising advice designed to maximise impulse sales and boost basket spend.
“We have already had a full packaging relaunch and this has helped boost an already strong brand performance. We are confident that the relaunch, combined with the new advertising strategy will set the brand up for sustained growth in the years ahead” concludes Adrian.
*1: The Grocer Top Products 2020
*2: Nielsen, Total Market, 52 we 8th August 2020