Talking Retail Grocery and product news for independent retailers
The “Better Thank You Think” campaign is designed to “elevate quality perceptions ad position Rustlers as the perfect meal solution for time pressed consumers”.
The campaign will kick-off on 21 September and run for five weeks across radio, digital platforms including Facebook, Instagram, and YouTube, out of home advertisement spots, and a partnership with Deliveroo.
Shoppers will also be in with a chance to win free products and shopping vouchers via a text-to-win radio competition
Adrian Lawlor, marketing and business development director at brand owner Kepak, says the campaign has been developed to build the quality credentials of Rustlers into the long term.
He says: “The initial focus will be on landing the message that Rustlers beef burger range is made with ‘100% British & Irish Beef’ and we have worked hard to deliver this in a ‘Rustlers’ style which is honest, self-depreciating and humorous.
“Extensive research has been positive, highlighting that it will increase frequency of shop with our current customers whilst also recruiting new shoppers.”
In the convenience channel, Rustlers is launching a campaign coinciding with the national marketing push, to encourage retailers to “stock up to ‘Surprise Yourself with Strong Sales’”.
The brand is offering retailers the chance to win case deals via the Shopt app, free POS kits, and merchandising advice “designed to maximise impulse sales and boost basket spend”.
Lawlor said: “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.”
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