Kepak backs Rustlers brand with £1.5m investment
Launching on 6th March Kepak has unveiled a six-week national TV and radio campaign backed by a £1.5 million marketing investment for its Rustlers brand.
First launched in 2020, the original regional campaign Kepak said it brought in 40.3% more shoppers into the brand. It said the activity also resulted in long term success, with an 18% year-on-year increase in sales, and Rustlers share of convenience lunch rising from 8.8% to 13.2% in the months following the ‘Better Than You Think’ campaign.
“The ‘Better Than You Think’ aims to promote Rustlers’ quality and taste credentials by educating consumers through provenance and taste cues – it found to be the most motivating driver of shifting product perceptions,” said Elaine Rothballer, head of marketing consumer brands at Kepak. She continued: “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.”
The campaign forms an integral part of Kepak’s £1.5 million marketing investment in the Rustlers brand for the year ahead.