Little Red Riding Hood and 'Grandma' Have the Time of Their Lives in New Rustlers Campaign

Droga5 London has created a new brand campaign for Rustlers. ‘Better than you think’ has been designed to challenge misperceptions of the brand in a fun, self-aware way. Landing the message that Rustlers burgers are made with 100% British and Irish beef. 

The creative work plays off people's expectations and subverts them in surprisingly funny and rewarding ways. The campaign consists of two comedic films directed by award-winning director Jeff Low. In ‘Little Red Riding Hood’ when Red sees her grandmother is now a wolf, you naturally think this will end badly, but in fact, they have an amazing time together. Similarly, in ‘Fight’ you expect the scenario to result in a violent high school brawl, but instead the conflict is resolved in a more favourable manner. 

The films are supported by radio as well as OOH and Digital Display in the brands new look and feel. The new campaign is Rustlers first campaign since their re-brand in March 2020 and aims to build brand awareness among their key audience of convenience seekers. 

The campaign launches on 5th October online and across social channels. 

David Kolbusz, Droga5 London chief creative officer said: “With the platform Better than you think, Rustlers tackle their perception issues head on, proving themselves a fearless brand once again. We hope consumers appreciate the honesty and give their range the chance it deserves.”

Ed Redgrave, Droga5 London creative director, said: “In a year where pretty much everything has gone worse than expected, it’s important we celebrate that which is actually better. Like discovering Rustlers burgers are made with 100% British & Irish beef. That, really, is the best case scenario for a microwave burger. And the year 2020.”

Elaine Rothballer, marketing controller. said: “Rustlers has been consistently a high growth brand since it’s launch in the UK in 2001 and as part of unlocking the next phase of growth we have been unveiling all elements of a new strategy in 2020.  We have worked very closely with our partners Droga5 London to redefine the Rustlers brand purpose, tone of voice and positioning. This has led to the development of a new campaign which brings this work to life through tapping into the powerful and true insight that Rustlers burgers really are better than you think. The focus on Rustlers provenance messaging has been brought to life in a fresh, creative and engaging way and has scored exceptionally well in research. The integrated campaign is part of a wider rebrand visible across packaging, OOH, radio, social and film.”