North East Enjoys a Treat in Flamin’ Tasty Campaign
Following our appointment by Kepak Convenience Foods in November, we’ve just rolled out our first integrated campaign for their Rustlers brand.
The ‘Flamin’ Tasty’ activity has been developed to drive trial and overcome taste perception barriers amongst young adults looking for a delicious and quick meal solution.
The campaign, which started on Monday 8th February and will run until Saturday 27th February, adopts a multi-layered approach. Student-specific activity includes a student mail drop, e:shots to student databases and social media promotion and presence on key student-focussed websites. A feature and competition on Student Money Saver is also helping us zero-in on the target market.
A broader Gen-Z audience is being reached via Capital Radio afternoon show sponsorship and web promotion, plus geo-fenced targeted messaging around known Co Op, Spar, Nisa, JS and Tesco stockists. Teen gatekeepers will be receiving a coupon door drop.
The sampling campaign sees a fully-branded Airstream trailer taking to 11 different key locations around the North East. As well as free samples, participants can play ‘spin to win’ for a free full-sized burger to take away, as well as a host of Rustlers-related prizes.
“Things have already got off to a flying start,” says Junior Account Manager Jess Cook. “Almost without exception, people have loved the taste of the burgers and the whole experience. One Tesco store manager said it was the best sampling stand he had ever seen and we can come back any time!”
“In a world where this audience is ‘always-on’, we knew we needed an integrated, multi-layered campaign to get and stay top-of-mind,” says Account Director Jess Harper. “The approach seems to be working. We’re selling out in-stores even where stocks have been upweighted, which is a nice problem to have at this stage!”
The North East was chosen on an initial test-and-learn basis, with the most effective elements of the campaign rolled out in different regions in the future.