Rustlers, the £107.1m* Chilled Ready Meals brand from Kepak, is helping retailers drive their meal deal sales and profits with a new campaign, launching at the end of May.


The ‘Boost Your Burger’ campaign encourages shoppers to buy additional items alongside Rustlers burgers, such as onions, tomatoes, lettuce, and avocados, to inspire consumers to get creative and boost up their burgers to replicate a restaurant-style experience.


The campaign launched during National BBQ Week (29 May – 4 June) and will run across the summer.


Elaine Rothballer, Head of Marketing consumer brands at Kepak, said: “Boost Your Burger enables Rustlers to further tap into the ‘fakeaway’ trend, where consumers are recreating their restaurant favourites at home in the face of the rising cost of living.


“It’s also a great way for us to help retailers build basket spend in a challenging market by encouraging additional purchases.”


The brand will team up with influencers to create exclusive video content based on current trends that shows consumers how to create the ‘ultimate BBQed Rustlers burger’.


The campaign will be supported across Tesco, Asda, Sainsbury’s, and Iceland stores, as well as Co-op and independent convenience from July. Retailers will have access to a range of Boost Your Burger PoS, including shelf talkers, digital screen graphics, chiller vinyl and aisle fins.


The Boost Your Burger activity will integrate with retailers’ existing initiatives, such as Asda’s ‘summer event’, Iceland’s ‘three-for-£5’ meal deal mechanic and Sainsbury’s Nectar Points scheme. Similarly in Co-op, the PoS showcases Co-op own label, such as promoting its Iced Coffee Café Latte with Rustlers Pancake Stack.


More than 500 independent convenience stores will benefit from tear-off shelf talkers through Kepak’s team of Rustlers reps, which includes recommendations such as Rustlers Quarter Pounder with bacon, jalapenos, and chipotle mayonnaise; Rustlers Sausage Muffin with egg, bacon, and mushrooms; and Rustlers BBQ Rib with onions, cheese and jalapenos.


The brand will also showcase its ‘ultimate’ recipes to 5,000 FMCG industry colleagues at Barcode Festival in London on 6 July 2023.




Nielsen Total Micro Snacking, 52 & 12WE 18th Feb 2023. | Kantar WPO, Micro Snacking 52 & 12WE 19th Feb 2023.