In a category declining 1.9%, Rustlers achieved volume and value sales increases of 15.1% per buyer after launching a new attitudinal pack design which emotionally connects with consumers.
Synonymous with flame-grilled super-fast food, Rustlers was targeting UK sales growth of over £20 million in three years. Shifting value perceptions and reaching new audiences would be crucial to success.
Reframing convenience, Rustlers’ new positioning moves beyond its previous, restrictive ‘flame-grilled’ narrative. With a self-assured, street-smart attitudinal design, underpinned by a fist-bump icon proudly celebrating ‘satisfaction in seconds’, its new visual identity and packaging by BrandOpus have emotionally resonated with consumers.
The memorable design has helped drive equity. Since the rebrand in April 2020, Rustlers has been able to decrease its reliance on promos, with more people now buying its products at full price.
The new bold colour palette and simplified ranging architecture have boosted impact and aided navigation at shelf, differentiating Rustlers from competitors and encouraging purchase across the range.
Now appealing to a wider audience, Rustlers has seen a 23.7% increase in sales from middle families (with children aged 5-9 years) and a 10% increase in pre-family sales. Importantly, the design also opens up innovation opportunities across products, occasions and formats, which will help drive penetration even further.