Rustlers, the £114.7m brand [1] from Kepak Consumer Foods, is rolling out a nationwide promotion to tempt more shoppers into trying its top-selling product, driving trial among new audiences and increasing product penetration.
The Rustlers "100 Pounder" will centre around an on-pack promotion, offering shoppers the chance to win £100 to spend however they choose when they buy a Rustlers Quarter Pounder - made with 100 per cent British and Irish Beef. The campaign serves to reinforce its provenance credentials and elevates the quality perceptions of the brand.
The brand’s bestselling product, the Quarter Pounder, is worth over £7m within the impulse channel with seven purchased every minute in the UK [2] .
“As the UK’s No.1 Chilled Ready Meals brand, we recognise that convenience cannot afford to come with compromise," says Monisha Singh, Shopper Marketing Manager at Kepak Consumer Foods. "Whilst Rustlers is synonymous with convenience and speed, it also has fantastic quality credentials, which will be strongly dialled up as part of this promotion.”
The promotion will run from 22 March for one month, across 2.7 million packs of Rustlers Quarter Pounder, and will be supported by in-store and online activation.
The activity follows the launch of Rustlers new identity and national marketing campaign "Surprise Yourself, It’s Better Than You Think", which put the brand’s quality credentials at the heart of its messaging, as part of a wider strategy to drive reappraisal and broaden the appeal of the UK’s No.1 micro-snack.
Sources:
1: Nielsen Micro-snacking, Total Market, 52 WE 23rd January 2021
2: Nielsen Micro-snacking, Impulse, 52 WE 23rd January 2021
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