Rustlers is rolling out a nationwide campaign to tempt shoppers into trying its All Day Breakfast Sausage Muffin, aimed at driving trial among new audiences and increasing product penetration.
The ‘Up For It’ Breakfast Taste Challenge will centre around an on-pack promotion, offering shoppers a second free All Day Breakfast Sausage Muffin when they buy, try and enjoy the product.
The offer will also be promoted on packs of Rustlers Quarter Pounder, encouraging existing customers to purchase the breakfast muffin in greater numbers.
The promotion will run from 23 September for one month and will be supported by in-store activation and a national sampling campaign in partnership with student sampling company Dig In.
Monisha Singh, shopper marketing manager at Kepak Consumer Foods, said: “Widely viewed as the most important meal of the day, breakfast, whether at home or on the go, is eaten by 95% of the UK. This figure has risen 6.9% in the last four years and now accounts for 16% of occasions (MCA HIM Food To Go Market Report 2019) highlighting the opportunity for Rustlers to meet the growth in demand with hot, quick and tasty breakfast options.
“Since the product launched last year, the All Day Breakfast Sausage Muffin has quickly risen to become one of the most popular skus in the Rustlers range, worth over £10.2m and purchased by 1.2m households (Kantar WPO, Burgers, Rustlers All Day Breakfast Muffin, 52 w/e 16 June 2019). With 74% of existing micro-snacking shoppers likely to trial a Rustlers breakfast product (Kepak Micro-snacking Research February 2019), the breakfast consumption occasion still represents a major opportunity for the brand.”