Rustlers is forging ahead with its mission to double its sales in the convenience channel by investing £2.5m into promoting the brand over the next year.

It will return to TV with a new campaign in November, designed to change perception of the brand. The ‘Great taste, great beef, always’ ad will also run as a digital and outdoor campaign, appearing at specific times of the day to tap into its core customer base of 18-21 year-olds, and bring new shoppers to the brand.

Since the beginning of 2015 when Rustlers set out its strategy to double convenience sales, it has grown from £33m to be worth £44m.

The brand’s top-selling line – Quarter Pounder – has increased distribution in convenience stores by 23% over the same period to reach 59% of stores. But the company said that two in five retailers still don’t stock the burger.

The brand will follow up its ad campaign with a packaging revamp in April next year, and will be working with retailers on the benefits of dual merchandising in the food to go chiller and having a microwave in store.

“Food to go is forecast to increase by 10% in the next five years and is becoming increasingly important in the convenience channel, where it’s already worth almost £5bn,” said Adrian Lawlor, Kepak Convenience Foods marketing & business development director.

“As more than half of all micro snacks are bought on a food-to-go mission, we’re going to work closely with retailers to make the most of this key sales opportunity.”