Market-leading Rustlers is launching a national campaign to ensure the £109m[1] chilled ready meals brand is front of mind when consumers are planning a Big Night In this autumn.
The two-phase campaign, which started earlier this month will run until the end of November, initially targeting students at colleges and universities across the UK with a raft of awareness-building, on-campus activity, including events, sampling and distribution of money-off coupons for their local onsite convenience stores.
Phase two of the campaign will launch on October 16th, is a national on-pack promotion giving shoppers the chance to win a bundle worth staying home for, complete with £100 gift cards, latest cooking technology air fryer, a hi-tech screen projector, snacks and more to complete the ultimate big night in experience for consumers. The on-pack promotion will be additionally supported by in-store merchandising and across online and out-of-home platforms.
Ross Davison, Head of Convenience at Kepak (Foods Division), says “Rustlers are more likely to be eaten during relaxing moments in front of the TV[2], and with 73% of UK Rustlers shoppers agreeing that eating and drinking out is prohibitively expensive[3], we’ll be driving home the message that Rustlers flavour and range is made for the Big Night In occasion.
“In doing so, we’ll be positioning Rustlers as the unfiltered indulgence ‘go to’ fakeaway, driving consumers to store by focusing on how easily they can use Rustlers as a centrepiece to create their favourite takeaway or QSR dishes at home, enhancing and experimenting with different flavour builds, snacks and sides.”
The Big Night In promotion follows a recent brand refresh for Rustlers which has made the range more relevant to consumers, improving the clarity of messaging on-pack and driving clearer differentiation between Rustlers Burgers, Sandwiches and Subs.
Rustlers are urging retailers to use the broad consumer appeal of new-look Rustlers as an integral part of the Big Night In selection, offering complementary drinks, snacks and desserts as part of a basket-boosting meal deal.
Retailers looking to order FREE POS material should email foodtogo@kepak.com or visit https://www.kepaktrade.co.uk/marketing/
[1] Nielsen EPOS Value Sales 52 w/e 6th Sep
[2] World Panel Usage, 52 w/e 18 May 2025, % Share Occasions, vs LY
[3] Savvy Shopper Panel, Base: 1,002 UK shoppers, January 2025
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