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Rustlers launches national ‘Better Than You Think’ campaign

Rustlers launches national ‘Better Than You Think’ campaign
Andy Marino
By Andy MarinoMar 02, 2023
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Retailers are being urged to stock up on Rustlers as the brand unveils a six-week national TV and radio campaign backed by a £1.5m marketing investment. Launching on 6 March, the campaign will position Rustlers as the perfect meal solution for time-pressed, cost-conscious consumers by challenging them to "Surprise Yourself– it’s Better Than You Think".

The £107m Chilled Ready Meals brand is bringing back one of its most successful marketing campaigns as part of its growth strategy to challenge and elevate perceptions of the brand. But this time, its going national.

First launched in 2020, the original regional campaign brought in 40.3 per cent more shoppers into the brand. The activity also resulted in long term success, with an +18 per cent YOY increase in sales, and Rustlers share of convenience lunch rising from 8.8 per cent to 13.2 per cent in the months following "Better Than You Think" the campaign.

Rustlers BTYT TV advert still

"'Better Than You Think’ dials up Rustlers’ quality and taste credentials by educating consumers through provenance & taste cues – found to be the most motivating driver of shifting product perceptions," said Elaine Rothballer, Head of Marketing Consumer Brands at Kepak. "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 £1.5m marketing investment in the Rustlers brand for the year ahead.

elaine rothballerkepakrustlers

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