Rustlers, the £107.8m*1 chilled ready meals brand, is encouraging retailers to stock up on its bestsellers range to make the most of Big Night In sales, as the brand rolls out a national consumer campaign.


The Big Night In campaign includes national TV advertising, reaching 103 million consumers, alongside PR, and influencer support, driving the brand’s ‘better than you think’ messaging. The campaign will dial up Rustlers’ quality and taste credentials by educating consumers through provenance and taste cues – found to be the most motivating driver of shifting product perceptions.


Recent research highlighted a Big Night In opportunity for retailers. The research revealed that 70% of retailers should run more fakeaway deals in store*2, as the same number of consumers intend to order fewer takeaways*2.


Elaine Rothballer Head of Marketing Consumer Brands at Kepak said “Consumers are still very much looking at tightening the belt, especially in the run up to Christmas time. This paves the way for brands such as Rustlers as we offer a better value alternative to ordering a takeaway.


“Big Night In is all about relaxing, with good food and close companions, shoppers don’t want to eat into this time by waiting hours for a takeaway or spending time cooking in the kitchen. Rustlers offers the perfect solution. Not only are they delicious and made with 100% British and Irish beef but they take just 90 seconds to prepare.”


To help retailers maximise the Big Night In occasion in store, Rustlers merchandising excellence program optimises the fixture, driving growth and sales through tailored planograms, category advice and more. Retailers can visit to find out more.



*1: Nielsen Total Micro-Snacking, 52 & 12 W/E 10 June 2023

*2: Savvy shopper panel, base: 1,000 UK shoppers May/June 2023