Rustlers uncovers new ‘Fakeaway BNI’ opportunity for c-stores

£117 million chilled ready-meals brand Rustlers is bringing back its retailer 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 seven in 10 shoppers (69 per cent) say food retailers should run more fakeaway meal deals and 45 per cent said they had bought one within the past month.

Fakeaways is a term given to meals bought by shoppers who are trying to replicate the restaurant or takeaway experience at home with products bought from a supermarket or convenience store. Their comparatively lower price point has grown the popularity of fakeaways as the cost of living has risen.

The occasion is particularly important to Rustlers shoppers, who are +20 per cent more likely than the general public to have bought one in the past week and +11 per cent 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 four-week sponsorship of Spotify’s “Own Dinner” playlist and a first of its kind, pop-up immersive "living room" consumer activation experience in November.

“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," said Elaine Rothballer, Head of Marketing Consumer Brands at Kepak.

“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 per cent) of shoppers expecting to find drinks included in a fakeaway offer, retailers can considerably build their basket spend by meeting this shopper mission.”

To help retailers boost their big night in occasion in store, Rustlers has created brand new POS for retailers to download for free here