Rustlers is to launch a new national marketing campaign to help shift perceptions of the brand.

The ‘Better Than You Think’ aims to put the brand’s quality credentials at the heart of its identity and is designed to elevate quality perceptions and position Rustlers as the perfect meal solution for time pressed consumers by challenging them to ‘Surprise Yourself, it’s Better Than You Think’.

The initial focus of the campaign will be on landing the message that Rustlers beef burger range is made with “100% British & Irish Beef”.

Convenience channel support

The campaign launches on 21 September and includes in-store activation, text-to-win competitions giving away free product and shopping vouchers, a Deliveroo partnership and a high impact OOH advertising, radio and social media campaign generating over 88 million opportunities to see the Rustlers brand. Rustlers is also launching a convenience channel campaign to coincide with the ATL activity, supporting retailers to stock up to ‘Surprise Yourself with Strong Sales’. Retailers will be supported with a number of incentives including case deals on the Shopt app, free POS kits (available at and merchandising advice designed to maximise impulse sales and boost basket spend.

Marketing and business development director at Kepak Adrian Lawlor said: “As the No. 1 micro snack, with sales over £110m, growing at 11%, we know we have a large loyal following who love our products and buy into the brand time and time again, but we’re going to accelerate growth by challenging and changing perceptions amongst people who have yet to try it.”