Rustlers is rolling out a nationwide campaign to position itslef as the ideal hot lunch option for consumers.
The ‘Lunch – Nailed It’ campaign will centre around a series of videos hosted by TV personality Vogue Williams, with people in the industry going head-to-head in a series of challenges to be named Rustlers Construction Games champion.
The video content, airing across Rustlers social media channels, will be backed by nationwide sampling, national radio and newspaper advertising and a PR campaign. The brand’s Quarter Pounder burger will take centre stage in the campaign, which will run from 18 March.
Monisha Singh, shopper marketing manager at brand owner Kepak Consumer Foods, said: “The Construction Games campaign will drive trial and awareness and provides a really strong platform to position Rustlers as the ideal lunchtime option. The fact that a third of food to go shoppers eat their lunch at their workplace highlights the pivotal role that Rustlers plays in the lunchtime occasion (HIM, February 2019).
Singh added: “Lunchtime is the biggest occasion for Rustlers with over 48% of all micro snacks eaten for lunch (HIM, February 2019). Convenience stores which offer Rustlers can also generate a higher basket spend, with the average basket spend of a ‘microwavable burger’ shopper higher [£7.94] than the average chilled food to go shopper [£7.41] (HIM CTP 2018).”