National TV and radio campaign supports Rustlers

Kepak has launched a six-week national TV and radio campaign for Rustlers.

The campaign positions Rustlers as the perfect meal solution for time-pressed cost-conscious consumers by challenging them to ‘Surprise Yourself, It’s Better Than You Think’.

Rustlers, the £107 million chilled ready meals brand (Nielsen), is bringing back one of its most successful marketing campaigns as part of its growth strategy to challenge and elevate perceptions of the brand, but this time, it is national.

First launched in 2020, the original regional campaign brought in 40.3% more shoppers into the brand (Kantar). The activity also resulted in long-term success, with an 18% year-on-year increase in sales.

Elaine Rothballer, head of marketing consumer brands at Kepak, says: “Better Than You Think dials up Rustlers’ quality and taste credentials by educating consumers through provenance and 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.”

The campaign forms part of Kepak’s £1.5 million marketing investment in the Rustlers brand for the year ahead.