Flame-grilled Rustlers, the UK’s best-selling micro-snack*1, is unveiling the latest phase in its £2.5 million brand support programme by running its award-winning ’What A Time To Be Alive’ TV commercial across the North of England.
The campaign will target Rustlers’ core target audience of 16 to 24-year-olds, and housewives with children. It will be seen 9 times by 77% of adults in the north, reaching 3.2 million 16 to 24-yearolds.
TV advertising will run until the end of May on ITV and Channel 4, supported by 30 second video on demand (VOD) commercials on ITV and 4oD. A heavyweight six-sheet poster campaign will also run across key stores.
“We know the TV campaign generates significant sales uplifts. When it was screened in the north and Scotland in November, sales of Rustlers grew in the advertised areas by double the national average, so our clear call to action is ‘stock up now’,” says Adrian Lawlor, Kepak Convenience Foods’ Marketing and Business Development Director.
The TV campaign is spearheading a major brand repositioning, enhancing Rustlers’ quality credentials by placing the brand’s unique flame-grilled cooking process at the heart of its brand identity and communications.
“Led by the TV campaign, our new brand proposition is enhancing Rustlers’ flame-grilled quality credentials, resulting in many more people trying Rustlers and coming back for more. This is really good news for stockists.”
*1 IRI Total Market 52 w/e 25th February 2017