Kepak Consumer Foods is rolling out a nationwide campaign to position Rustlers, the UK’s top-selling micro snack brand*1, as the ideal hot lunch option.  

The Construction Games ‘Lunch – Nailed It’ campaign will centre around a series of videos hosted by TV personality Vogue Williams, where the best from the industry go head-to-head in a series of challenges to be named Rustlers Construction Games champion.

The video content, hosted on Rustlers popular social media channels, will be backed by nationwide office-based sampling, a national ATL campaign comprising radio and newspaper advertising and a wide-ranging PR campaign.

Rustlers Quarter Pounder, the bestselling micro-snack in the UK with annual sales of over £5m in the convenience channel*1, features in the campaign which will run from 18th March.

“The Construction Games campaign will drive trial and awareness and provides a really strong platform to position Rustlers as the ideal lunchtime option. The fact that a third of food to go shoppers eat their lunch at their workplace*2 highlights the pivotal role that Rustlers plays in the lunchtime occasion,” says Monisha Singh, Shopper Marketing Manager at Kepak Consumer Foods 

“Lunchtime is the biggest occasion for Rustlers with over 48% of all micro snacks eaten for lunch *2. Convenience stores which offer Rustlers can also generate a higher basket spend, with the average basket spend of a ‘microwavable burger’ shopper higher (£7.94) than the average chilled food to go shopper (£7.41) *3.

*1 Nielsen Answers Micro-Snacking Module 52 w/e 26th January 2019

*2 Him! FTG Research, February 2019

*3 HIM CTP 2018

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