The campaign for Rustlers Hot Subs, which achieved sales of more than £10 million in its first year*, has been running from 1 March 2011.
KCF Marketing Director John Armstrong says the TV support will ‘accelerate demand’ for a product range that has already attracted more than 1.5 million new households to the hot snacking category**.
“Rustlers Hot Subs have taken the hot snacking category by storm in the last 12 months, and we are extremely confident that the high profile, national TV campaign will ensure the Rustlers sub-brand maintains its momentum.”
The campaign will be shown on leading terrestrial and satellite channels, with commercials featuring around Champions League and major football matches plus music programmes, comedy and films. Pre roll adverts will run online from March until early June.
The TV commercial continues the ‘One Finger Food’ theme featured in the Rustlers TV adverts. Entitled ‘Wide Load’, the advert highlights how easy it is to cook a Rustlers Hot Sub, without being distracted from hobbies such as gaming. It shows the finger navigating a remote controlled truck to deliver a Rustlers Hot Sub from the kitchen to the lounge, negotiating obstacles along the way.
The Rustlers Hot Subs range comprises three £1.99 variants, Tangy Meatballs with Tomato and Herb Sauce, Chicken, Bacon & Cheese Club and Southern Fried Chicken with Creamy Mayo.
Kepak has been urging retailers to stock up on Rustlers Hots Subs throughout March, due to the anticipated increase in consumer demand, fuelled by the TV advertising campaign.
* Nielsen Scantrack w/e 25th Dec 2010
** Nielsen Homescan w/e 25th Dec 2010
Kepak Convenience Foods
Tel: 01772 688300