Skip to content
Search
AI Powered
Latest Stories

Rustlers launch new "Surprise Yourself, it’s Better Than You Think" autumn campaign

Rustlers, one of the UK’s Top 100 Brands, is launching a national marketing campaign as part of a growth strategy to shift perceptions of the heat-at-home microwave burger, now celebrating its 21st anniversary.

With market penetration at 16.9 per cent and brand consideration at 26 per cent, and with 11 per cent YOY growth, the internal marketing consensus is that there is great potential for supersizing the home burger, "micro" (meaning microwave) snack market .


The "Better Than You Think" campaign puts the brand’s quality credentials at the heart of its identity, and demonstrates "bad situations turning out well", says Brand Manager Rebecca Simpkin. Stressed heavily is the fact that Rustlers are 100 per cent flame grilled, and contain 100 per cent British and Irish beef.

It is designed to elevate quality perceptions and position Rustlers as the perfect meal solution for time-pressed consumers ("quality meals for accelerated times") by challenging them to "Surprise Yourself, it’s Better Than You Think".

“As the No. 1 micro snack, with sales over £110m, 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,” says Adrian Lawlor, Marketing and Business Development Director at Kepak, home of Rustlers.

The campaign launches on 21st September for five weeks and includes in-store activation, text-to-win competitions giving away free product and shopping vouchers, a Deliveroo partnership and a high impact OOH advertising (for four weeks), radio and social media campaign generating over 88 million opportunities to see the Rustlers brand.

CONVENIENCE CHANNEL ACTIVATION: SURPRISE YOURSELF WITH STRONG SALES

Rustlers is launching a convenience channel campaign to coincide with the ATL activity, supporting retailers to stock up to "Surprise Yourself with Strong Sales".

“We’ll be supporting the convenience channel with Field Sales, trade marketing and category advice to enable them to cash in on this opportunity. This will benefit Convenience Store operators and the additional demand created by this will create an opportunity for our Wholesaler partners.” adds Adrian.

Retailers will be supported with a number of 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” concludes Adrian.

The idea is "to turn browsers into buyers," says Shopper Marketing Manager Monisha Singh.

Head over to https://kepaktrade.co.uk/pos/ to find out more and request your free POS kit.

More for you

Volumatic welcomes new FCA rules safeguarding access to cash

Volumatic welcomes new FCA rules safeguarding access to cash

As industry leaders is cash handling, Volumatic has long supported the use of cash and the importance of maintaining access to cash for both consumers and businesses. The company recognises the importance of the new set of rules created by the Financial Conduct Authority (FCA) two months ago, to safeguard access to cash for businesses and consumers across the UK.

Since introduction, the new rules are intended to ensure that individuals and businesses who rely on cash can continue to access it and the outcome has already sparked the creation of 15 new banking hubs across the UK, including one in Scotland, with many more to follow.

Keep ReadingShow less
Jisp unveils new NPD service

Jisp unveils new NPD service

Retail technology company Jisp has launched an NPD service as part of its new Direct to Retailer business unit.

The new NPD service will allow brands to launch or trial new products in a guaranteed number of convenience store locations, with on the ground review of execution by Jisp’s retail growth manager team, and performance data and insights deliverable through its scanning technology and back-office systems.

Keep ReadingShow less
Tesco launches price cuts in Express convenience stores
File image of Tesco Express

Tesco launches price cuts in Express convenience stores

Tesco is slashing the price of more than 222 own-brand and branded products in its Express convenience stores.

Essentials including milk, bread, pasta and coffee are included in the lines which have been reduced in price by an average of more than 10 per cent at Tesco Express stores. The retail giant has made more than 2,800 price cuts across stores in recent months. With 2,048 of convenience stores at the end of the 2023-24 financial year, Tesco aims to benefit hundreds of thousands of customers from the cheaper deals.

Keep ReadingShow less
vape and cigarette
Photo: iStock

One in five ex-smokers in England now vape, study finds


Summary
1. One in five people who have successfully quit smoking in England currently vape, with an estimated 2.2 million individuals using e-cigarettes as a smoking cessation tool.
2. The increase in vaping among ex-smokers is largely driven by the use of e-cigarettes in quit attempts, with a rise in vaping uptake among people who had previously quit smoking for many years before taking up vaping.
3. While vaping may be a less harmful option compared to smoking, there are concerns about the potential long-term implications of vaping on relapse risk and nicotine addiction. Further research is needed to assess the impact of vaping on smoking cessation outcomes.


Keep ReadingShow less
Bira engages with Treasury on Budget fallout, business rate reform
(Photo by Christopher Furlong/Getty Images)
Getty Images

Bira engages with Treasury on Budget fallout, business rate reform

Independent retailers association Bira has held a meeting with members of the Treasury team to discuss concerns following its robust response to the Government’s recent Budget announcement.

The Budget, labelled by Bira as "devastating" for independent retailers, was met with widespread indignation from Bira members.

Keep ReadingShow less