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.”