The Publication For The Grocery Trade

Eat late eat safe - Rustlers

Rustlers, the UK's number one hot snacking brand has launched a campaign on the dangers of cooking under the influence of alcohol. The tongue in cheek style campaign, which has already generated £300k worth of national awareness is targeted at Rustlers' core consumers (16-24 year old males.) The campaign has a serious objective, to make people put down their pans and turn off their ovens in favour of the safer microwave option after a night on the town. Rustlers research shows 33% of Rustlers consumers sensibly turn to their microwave and eat a Rustlers product after a night out, and they want to persuade other revellers to do the same. 'Hollyoaks' and 'Soapstar Superstar' actress Gemma Atkinson is fronting the campaign along with support from the fire brigade, highlighting the dangers of cooking under the influence of alcohol and how microwave cooking is a safer option. The Rustlers range comprises seven hot snacks, including the Best Selling flame grilled Quarter Pounder with cheese, the flame grilled Chicken Sandwich, the BBQ Rib, the Big One (a 6oz succulent beefburger for those looking for a bigger eat) and the Sausage and Bacon Breakfast Bap, each of which can be heated and ready to eat in just over one minute. The campaign will involve a range of activities including reader promotions in national press, women's and men's consumer media and a national student sampling campaign distributing flyers and coupons, aimed at both young males and their mothers. Rustlers, to support the campaign, have launched www.eatlateeatsafe.com online offering people downloadable merchandise, so they can display the eat late, eat safe message in their own homes. Peter Fazal, Kepak Convenience Foods' Sales Director said: "According to fire chiefs 50% of fires start in the kitchen, with thousands of revellers injured or even killed every year while trying to cook after a boozy night on the town. We aim to help educate the consumers with regards to the dangers of trying to cook late at night under the influence of alcohol. Retailers too can help promote this by ensuring Rustlers products are available as a safer microwavable solution, at all times." Kepak Convenience Foods has doubled this year's annual brand investment in Rustlers, with a £4.5 million spend scheduled for 2007. Year-long marketing will include highest ever levels of TV advertising support, new product launches, on-pack promotions, new point of sale and merchandising, viral marketing campaigns and national product sampling. Kepak Convenience Foods Tel: 01772 688300