Rustlers relaunches ‘Better than you think’ campaign

The campaign focuses on the brand's quality and taste credentials

rustlers better thank you think

Kepak has brought back the ‘Better than you think’ campaign to promote its Rustlers brand.

Launching on 6 March, the campaign will position the chilled ready meal brand as a meal solution for time-pressed and cost-conscious shoppers.

Upon its initial launch in 2020, the campaign brought in an additional 40.3% of shoppers to the brand. It also led to an 18% year-on-year increase in sales, with Rustlers’ share of convenience lunch sales rising from 8.8% to 13.2%.

It is part of Kepak’s £1.5m marketing investment in Rustlers for 2023.

Elaine Rothballer, head of marketing for consumer brands at Kepak, said: “‘Better than you think’ dials up Rustlers’ quality and taste credentials by educating consumers through provenance and taste cues – found to be the most motivating driver of shifting product perceptions.

“Building on the success of the previous campaign, the no-nonsense self-depreciating and humorous attitude used alongside these cues is proven to appeal to consumers, drive trial and result in a boost in purchase volume and frequency.”


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