Rustlers has launched a six-week national TV and radio campaign that challenges consumers to ‘Surprise Yourself, it’s Better Than You Think’.
The campaign, which first ran regionally in 2020, seeks to position the Kepak brand as “the perfect meal solution” for time-pressed cost-conscious shoppers.
The original regional campaign brought 40.3% more shoppers into the brand. It also resulted in an 18% year-on-year increase in sales, and Rustlers’ share of convenience lunch rising from 8.8% to 13.2% in the following months.
Elaine Rothballer, Head of Marketing Consumer Brands at Kepak said the “no-nonsense self-deprecating and humorous attitude” of the campaign is “proven to appeal to consumers, drive trial and result in a boost in purchase volume and frequency”.
The campaign forms an integral part of Kepak’s £1.5m marketing investment in the Rustlers brand for the year ahead.
