Kepak Convenience Foods (KCF) is rolling out a £2.5 million marketing campaign for Rustlers, the UK’s number one hot snacking product which commands a 58% share of the UK’s £116 million market*. The activity will be led by a new TV and cinema advertising campaign and a licensed partnership with the new spoof horror comedy movie, Lesbian Vampire Killers.
The new TV commercial highlights how easy it is to cook Rustlers products, featuring the strapline ‘One Finger Food’. It shows a finger detaching itself from a teenager engrossed in a computer game, before journeying to the kitchen and preparing a tasty Rustlers burger.
John Armstrong, Kepak Convenience Foods Marketing Director, says: “In a change of emphasis from previous campaigns, the new TV advert focuses on ease of preparation, rather than cooking time, highlighting that young lads don’t have to deviate from things they like doing best, particularly when it comes to cooking. Its distinctive humour will strike a real chord with our core target market of 16 to 24-year-olds.”
The TV commercial breaks in early April and runs for 16 weeks on ITV, Channel 4 and popular youth satellite channels including MTV, E4 and Paramount Comedy.
The commercial will also be shown in cinemas alongside Lesbian Vampire Killers starring the comedy duo James Corden and Matthew Horden and predicted to be the box office cult movie of the year.
Kepak will be developing its association with the film via The Fang Club, including an interactive website which includes downloads and unseen film footage.
Throughout April a team of ‘Lesbian Vampires’ will be touring cities nationwide, tempting over 200,000 students to have a quick bite of Rustlers and promoting the film.
In addition to the UK, Kepak will be running adaptations of the campaign in Ireland and, in a first for the Rustlers brand, in the emerging markets of Belgium and Holland.
Kepak Convenience Foods
Tel: 01772 688300