Rustlers has unveiled a six-week national TV and radio campaign backed by a £1.5m marketing investment. Launching on 6 March, the campaign will position Rustlers as the perfect meal solution for time pressed cost-conscious consumers by challenging them to ‘Surprise Yourself, it’s Better Than You Think’.
Elaine Rothballer, head of marketing consumer brands at Kepak, said: “‘Better Than You Think’ dials up Rustlers’ quality and taste credentials by educating consumers through provenance & taste cues – found to be the most motivating driver of shifting product perceptions. Building on the success of the previous campaign, the no-nonsense self-depreciating and humorous attitude used alongside these cues is proven to appeal to consumers, drive trial and result in a boost in purchase volume and frequency.”
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