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surprise YourselF – it’s Better than You think Rustlers is currently benefiting from a national marketing campaign as part of a growth strategy to improve perceptions of the brand. ‘Better Than You Think’ puts the brand’s quality credentials at the


heart of its identity. It is designed to elevate quality perceptions and position Rustlers as the perfect meal solution for time pressed consumers by challenging them to ‘Surprise Yourself, it’s Better Than You Think’. “As the UK’s No. 1


“We’ve actually won a tender for two micro-markets, but the


pandemic has meant they’ve had to be put on the back burner for the time being. Watch this space though: it’s an area we’re looking to develop when the time and conditions are right,” adds Oli. Millsons’ 15 food vending machines are sited in a variety of


locations, with the common denominator being companies wanting to offer their workforce instant, round-the-clock access to good quality snacks and meals. “Most of our food machines are at 24-hour sites including locations


which are some distance from the nearest food outlets. In such locations, people often don’t want the hassle of having to go off site to get a meal. “At the same time, people who are on a short break haven’t got the


time or inclination to prepare food themselves, but they often want hot food that they can enjoy with the minimum amount of fuss,” adds Oli. “The other really strong selling point for Rustlers is that its quality


tends to exceed expectations, particularly amongst those people who are not familiar with the brand. You can understand why people might have a certain perception of a microwavable burger, and that includes people we present it to, but when they try it and get to know more about the brand’s quality credentials, they’re quick to acknowledge just how good it is.” Carl Hunter, Kepak Vending’s Field Sales and National Account


Manager said he was delighted with how Rustlers is helping Millsons to develop a really strong food offer. “The vending industry has become synonymous with people


looking for convenience and quality, whether it’s people wanting to fill the hunger gap, enjoy a quick pick me up or get a grab and go offer. As the industry looks to find new profit contributors, Rustlers is very well placed to provide quality meal and snack solutions for time pressed people,” he commented.


microwavable snack, with sales over £111m, growing at 11.8%*1, we know we have a large loyal following who love our products and buy into the brand time and time again, but we’re going to accelerate growth by challenging and changing perceptions amongst people who have yet to try it,” says Carl Hunter. “Better Than You Think is all


about switching negative opinions into positives by taking a humorous look at the perceptions of Rustlers. Extensive research has been positive, highlighting that it will increase frequency of shop with our current customers whilst also recruiting new people to the brand. “The above-the-line creative


challenges misperceptions by taking a down-to-earth approach to address the idea that some people may not expect much from a Rustlers burger, but once they’ve tried it, they’ll be surprised to discover it’s delicious and made from 100% British and Irish beef,” adds Carl. The campaign includes text-


to-win competitions giving away free product and shopping vouchers, a Deliveroo partnership and a high impact advertising, radio and social media campaign generating over 88 million opportunities to see the Rustlers brand.


*Source: Nielsen Answers Micro-Snacking Module, T Market, 52 we 5th Sept 2020 and Kantar to 6th Sept 2020.


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Companies interested in adding rustlers to their vending solution Can ContaCt Carl hunter on: 01772 688 300, 07827 014 182 or Carl.hunter@kepak.Com.


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