Rustlers is rolling out a new £2.5m marketing campaign over the next 12 months to support its new growth strategy.

The major marketing drive will be spearheaded by a new TV commercial designed to provoke conversation among its core target audience of 16 – 24 year olds.

The re-positioning will also enhance Rustlers quality credentials by placing the brand’s flame-grilled cooking process at the heart of its brand identity and communications.

It marks the start of a four-year plan by Rustlers to grow the UK’s £150m micro snacking category by £50m.

“People who buy Rustlers rank it more favourably than loyalists of brands in our broader competitive set, but we’re going to accelerate growth by challenging and changing perceptions among people who have yet to try it,” said Adrian Lawlor, Kepak Convenience Foods’ marketing and business development director.

The commercial will run on peak-time TV on Channel 4, supported by cinema, outdoor and digital, generating over 70 million opportunities to see.

“Rustlers has grown from a standing start 15 years ago to annual sales of more than £100m today. Our growth plans are ambitious and we’re confident that our new brand proposition will result in many more people trying Rustlers. With the quality of our offer, repeat purchase rates will be high.”

The first wave of the campaign runs until mid-December.

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