Better Than You Think: Rustlers redefines itself

Rustlers Quarter Pounder

Rustlers is trying to shift public perceptions of the brand with the launch of a national marketing campaign.

‘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%, 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,” said Adrian Lawlor, Marketing and Business Development Director at Kepak, Rustlers’ brand owner.

“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 frequency of shop with our current customers whilst also recruiting new shoppers.”

The campaign launches on 21 September and includes in-store activity, text-to-win competitions giving away free product and shopping vouchers, and a Deliveroo partnership alongside out-of-home advertising, radio and social media campaigns that will generate over 88 million opportunities to see the Rustlers brand.

A tandem convenience channel campaign will encourage retailers to ‘Surprise Yourself with Strong Sales’. Retailers will be supported with several 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” concluded Lawler.

Request your free POS kit on Kepak’s trade website.

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