Using taste to reignite growth
RUSTLERS #FLAMINTASTY
Using taste to reignite growth
RUSTLERS #FLAMINTASTY
Using taste to reignite growth
RUSTLERS #FLAMINTASTY
Hot, tasty and always there when you need them, Rustlers was a leader in the microwave burger category. But when growth stalled and negative taste perceptions meant non-users rejected the brand outright, Rustlers needed to change hearts and minds fast.
After performing extremely well in taste tests, we knew that if we could get people to try Rustlers, they’d go on to buy it. So we created #flamintasty – a multi-channel campaign that was designed to drive trial.
Focusing on their North East heartland, we targeted gatekeeper mums and students with sampling in car parks, city centres and student unions. We also sent out 400k MONP coupons, created geofenced messaging around convenience stores and drove WOM with targeted social media and a radio partnership.
Of gatekeeper mums ‘would buy again’
Snack brand for NE millennials
Coupons redeemed (double the average)
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