Chilled ready meals brand Rustlers is set to kick off a six-week national TV and radio campaign backed by a £1.5m marketing investment.
Launching on 6 March, the campaign aims to position Rustlers as the “perfect meal solution for time-pressed cost-conscious consumers” by challenging them to ‘Surprise Yourself, it’s Better Than You Think’.
The £107m brand is bringing back one of its most successful marketing campaigns as part of its growth strategy to challenge perceptions of the brand. First launched in 2020, the original regional campaign brought in 40.3% more shoppers into the brand. The activity also resulted in an 18% year-on-year increase in sales, with Rustlers share of convenience lunch rising from 8.8% to 13.2% in the months following the campaign.
Elaine Rothballer, Head of Marketing Consumer Brands at Kepak, said: “‘Better Than You Think’ dials up Rustlers’ quality and taste credentials by educating consumers through provenance & taste cues – found to be the most motivating driver of shifting product perceptions.
“Building on the success of the previous campaign, the no-nonsense self-depreciating and humorous attitude used alongside these cues is proven to appeal to consumers, drive trial and result in a boost in purchase volume and frequency.”
