The microwave burger category had stalled at 20% penetration and non-users were rejecting the Rustlers brand.
But despite its negative taste perceptions, the product performed extremely well in taste tests, so if we could just get people to try it, we knew they’d be converted.
‘Flamin’ Tasty’ was created, a multi-channel campaign targeting both students and their gatekeeper mums.
An experiential roadshow distributed samples from the back of a super-sleek Airstream trailer to student unions, Tesco car parks and city centres, with interactive games offering the chance to win on-the-spot prizes.
A door-drop delivered coupons to carefully targeted households with teenage residents, with the teens themselves targeted via MMS messages within geofenced range of convenience stockists.
Social media reached students on high traffic content sites, whilst a strategic partnership with Capital Radio tied the whole activity together.
As a result, Rustlers rose to the number two snack brand where regional activity had been implemented, with the product selling out even where stock had been upweighted.
1 in 5 of those buying the product for the first time said they would buy again, delivering brilliant ongoing value and boosting the campaign’s ROI.