Market leader in the £108 million* hot snacking category, KCF is using a broad mix of on-line activity to generate unprecedented levels of brand awareness for market-leading Rustlers via direct contact with its key target market.
“Rustlers’ core consumer base of 16 to 24-year-old males is avid consumers of on-line media. We’re talking their language and generating brand standout for Rustlers in appropriate on-line environments,” says Kepak Convenience Foods’ Marketing Director John Armstrong.
In addition to award-winning viral campaigns, KCF is at the forefront of on-line advertising on key channels such as ITV Player and 4 on Demand, generating over 6 million impressions.
KCF is also at the forefront of Student TV – a new media venture in which unique content is streamed to over 40 universities throughout the UK. The campaign is expected to deliver 850,000 unique viewers among students, 95% of whom watch TV on-line an average of 3.5 hours each day.
In addition, KCF has created content-driven www.rustlersgamesafe.com, an interactive site dedicated to the UK’s gaming community. The site is a key element of Rustlers’ innovative ‘Gamesafe’ programme – a light-hearted campaign encouraging the nation’s 3 million gamers to refuel, refresh and relax during marathon gaming sessions.
The company is seeding news of all relevant activity on-line, including targeting forums to support major on-pack promotions, generating brand awareness and increased traffic to the Rustlers site.
The importance of KCF’s on-line presence and focus on gaming is re-inforced by the fact that revenue from games’ software sales last year exceeded cinema ticket sales by more than £200 million.
“Our heavyweight on-line presence and close links to the gaming community enable us to maintain regular contact with our core consumers. 30% of our gaming consumers play everyday and 77% of them go on-line whilst watching TV,” concludes John Armstrong.
Kepak urges retailers to ensure that Rustlers products are available at all times to ensure their shoppers aren’t left disappointed.
* Nielsen Scantrack 52 w/e 20.03.10
Kepak Convenience Foods