The Fit As A Butcher’s Daughter campaign, fronted by a young woman dressed as a butcher, has challenged some of the perceptions some consumers have about the £68 million Rustlers brand.
“Consumers love the taste, but there have been always been some myths about the quality of the product that we wanted to address in a Rustlers way,” says Kepak Convenience Foods’ Marketing Director, John Armstrong.
“Fit As A Butcher’s Daughter will appeal to our target market of 16 to 24-year-old males but will also engage people who may not have tried the brand due to their misconceptions.”
The campaign centred on a Rustlers microsite. Featuring an interactive butcher’s shop fronted by the scantily clad butcher’s daughter, with a self-edit video facility.
Consumers have been driven to the site by a heavyweight online campaign that has been seen more than 7 million times. Key elements include video MPUs (video banner ads), a Facebook profile giving an insight into the butcher’s daughter’s daily life, YouTube footage and extensive mobile phone activity.
In addition, the campaign featured as an on pack promotion on over 5 million Rustlers packs.
Meanwhile, the national TV campaign featured a re-run of the hugely popular One Finger Food commercial, showing a lad playing on a games console. His finger detaches to microwave his Rustlers burger, leaving him to carry on playing uninterrupted.
The 30 second commercial was screened throughout June on terrestrial and satellite TV, including during key European Championship football games.
“Previously, the One Finger Food TV commercial really struck a chord with consumers. Following the campaign, research showed that over 91% of 16-24 lads said that they were now aware of Rustlers. This translated into a 30% increase in those who said they would purchase the product*. We’re confident it will do the same this time” says Armstrong.
Kepak urges retailers to stock up on Rustlers, to ensure their shoppers are not left disappointed.
* Source: Millward Brown Ad Tracking.
Kepak Convenience Foods
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