THE
MADNESS

TURNS OUT YOU CAN ACCOUNT FOR TASTE

The door had closed on growth in the microwave burger category and non users were rejecting the brand outright. We needed to get sales sizzling again, but with a limited budget, would our efforts end up like wet lettuce?

Client – Rustlers
Campaign – #FlaminTasty

MADNESS

METHOD

The
Method

The Insight

Despite general negative taste perceptions, Rustlers performed extremely well in taste tests. If we could get people buying the product, we knew they’d be converted.

The Solution

We created #FlaminTasty – a multi-channel regional test campaign targeting both gatekeepers (mums) and consumers (students), centred around Rustler’s heartland of the North East.

The Execution

A layered approach included experiential roadshows in student unions, Tesco carparks and city centres; a door drop delivered coupons to 400k households; geofenced messaging targeted 16-24 year olds around convenience stockists; social media added a little extra sauce, and a radio partnership with NE Capital Radio was the bun holding it all together.

The Results

– 21% of gatekeepers said they would buy the product again.
– Rustlers rose to the No.2 snack brand for NE millennials.
– Coupon redemptions were over double the average at 8.1%.