Rustlers is encouraging retailers to stock up on its range to make the most of the ‘Big Night In’ sales opportunity as the ready meals brand rolls out a national consumer campaign.
Its ‘Big Night In’ campaign includes national TV advertising, alongside PR, and influencer support, driving the brand’s ‘better than you think’ messaging. The campaign aims to dial up Rustlers’ quality and taste credentials by educating consumers through provenance and taste cues – found to be the most motivating driver of shifting product perceptions.
The brand pointed to recent research that highlights the ‘Big Night In’ opportunity for retailers. The research revealed that 70% of retailers should run more fakeaway deals in store, as the same number of consumers intend to order fewer takeaways.
Elaine Rothballer, Head of Marketing Consumer Brands at Kepak, said: “Consumers are still very much looking at tightening the belt, especially in the run-up to Christmas time. This paves the way for brands such as Rustlers as we offer a better value alternative to ordering a takeaway.
“Big Night In is all about relaxing, with good food and close companions, shoppers don’t want to eat into this time by waiting hours for a takeaway or spending time cooking in the kitchen. Rustlers offers the perfect solution. Not only are they delicious and made with 100% British and Irish beef but they take just 90 seconds to prepare.”
NAM Implications:
- ‘70% of retailers should run more fakeaway deals in store, as the same number of consumers intend to order fewer takeaways’.
- Rustlers patently attempting to own the niche that appears to sit between takeaways and home cooking.
- With the added incentive of capitalising on cash-strapped consumers to cut pre-Christmas expenditure.
- This initiative could work.
- Worth reassessing the relative competitive appeal of your products in the categories affected.
