Our relationship with Kepak and the Rustlers brand has spanned over two decades. Beginning in 1998, we helped launch their breakthrough microwaveable burger into the UK by creating the brand identity, brand name creation and range packaging.
When the brand was launched, the packaging design was the advertising, getting noticed in a very competitive category environment. Consumers loved the product and packaging; new listings were won and the result was the creation of the hot snacking category with a new brand worth £69m in 5 years, creating the confidence to invest and grow the brand further through AOB national advertising in 2006. With the growing interest in the gourmet burger trend, Kepak approached us in 2015 to reposition Rustlers to focus on quality rather than speed, under the new brand purpose of 'great taste from great beef- always'. We planned and facilitated a Discovery Workshop for the
Kepak team. The expedition covered the trendiest burger joints in London and helped to generate ideas and opportunities for the brand in NPD stretch and how their revised target consumer was eating. This investigation led us to new insights, directing us to establish new brand values and authentic flame grilling imagery for the brand to appeal to a wider audience. The new, evolved brand identity now rolls out across a complete range including a premium tier ‘Rustlers Gourmet’ and having now grown to £150m continues to secure Rustlers’ position as the UK's number 1 chilled ready meals brand. A flaming tasty job well done, as it were!