Chilled ready meals brand Rustlers is bringing back its ‘big night in’ campaign, backed by new research highlighting the growing opportunity of fakeaway promotions in store that can allow retailers to boost their sales during this key trading period.
The research, conducted on behalf of Rustlers, found that 69% of shoppers want food retailers to run more fakeaway meal deals while 45% said they had bought one within the past month.
The Fakeaway concept has grown in popularity during the cost of living crisis, given its lower price point compared to real takeaways. The occasion is particularly important to Rustlers shoppers, who are 20% more likely than the general public to have bought one in the past week and 11% more likely to say they sound convenient.
Rustlers will be capitalising on this opportunity by bringing back its ‘big night in’ consumer and retailer activations, with VOD across platforms, a 4-week sponsorship of Spotify’s ‘Own Dinner’ playlist and a first of its kind, pop-up immersive ‘living room’ consumer activation experience in November.
Elaine Rothballer, Head of Marketing Consumer Brands at Kepak, said: “As the weather turns colder from September onwards, we will see the usual rise in shoppers opting for a night in rather than a night out.
“But the nature of what shoppers are buying for these nights in is changing. It’s not just about crisps and confectionery, today’s shoppers are searching for products to replicate the experience of going out as best they can.
“This is a highly lucrative opportunity for retailers who can get this right. With two thirds (65%) of shoppers expecting to find drinks included in a fakeaway offer, retailers can considerably build their basket spend by meeting this shopper mission.”
