Kepak Consumer Foods is rolling out a nationwide campaign to tempt shoppers into trying the All Day Breakfast Sausage Muffin, driving trial among new audiences and increasing product penetration.
The Rustlers Breakfast Taste Challenge ‘Up For It’ will centre around an on-pack promotion, offering shoppers a second free All Day Breakfast Sausage Muffin when they buy, try and enjoy the product. The offer will also be promoted on packs of Rustlers Quarter Pounder, of which 15 are bought every minute*1, encouraging fans of the brands No.1 SKU, to trial the breakfast product.
The promotion will run from 23rd September for one month, estimated to reach 2.8m shoppers, and will be supported by an in-store activation and a national sampling campaign in partnership with student sampling company, Dig In. Using the kitchen takeover method, 16,000 Rustlers All Day Breakfast Sausage Muffins will be placed directly into the fridges of students at eight universities across four cities.
“Widely viewed as the most important meal of the day, breakfast, whether at home or on the go, is eaten by 95% of the UK. This figure has risen 6.9% in the last four years and now accounts for 16% of occasions*2, highlighting the opportunity for Rustlers to meet the growth in demand with hot, quick and tasty breakfast options,” says Monisha Singh, Shopper Marketing Manager at Kepak Consumer Foods.
“Since the product launched last year, the All Day Breakfast Sausage Muffin has quickly risen to become one of the most popular SKUs in the Rustlers range, worth over £10.2m and purchased by 1.2m households*3. With 74% of existing micro-snacking shoppers likely to trial a Rustlers breakfast product*14, the breakfast consumption occasion still represents a major opportunity for the brand.”
Research conducted by Kepak shows weekday breakfast consumers want the ‘quick option’ that will ‘fill me up,’. Whilst Quick Hot Breakfast has been well served by the High Street QSR Market in the past, retailers have taken the opportunity to win a generous share of this, with Rustlers’ support.
*1 Nielsen Micro-Snacking Module, 52 w/e 15th June 2019
*2: MCA HIM Food to Go Market Report 2019
*3: Kantar WPO, Burgers, Rustlers, All Day Breakfast Muffin, 52w/e 16 June 2019
*4: Kepak Micro-snacking Research February 2019