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

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Jeff Low directed the latest 'Better Than You Think' spots for Droga5 London
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.”


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AGENCY 

Chief Creative Officer: David Kolbusz

Creative Directors: Ed Redgrave & Dave Wigglesworth 

Creatives: Ed Redgrave & Dave Wigglesworth, Philippa Baines & Melina Filippidou, Ash Hamilton & Sara Sutherland

Lead Designer: Stephanie McArdle

Designer: Julia Kuisma

Motion Designer: John Beechey 

Studio Director: Tim Larke

Group Account Director: Jonny Tennant-Price 

Account Director: Georgie Bowie 

Strategist: Guy Reason 

Producer: Peter Montgomery 

PRODUCTION 

Production Company: Biscuit Filmworks UK

Director: Jeff Low

Md/Exec Producer: Rupert Reynolds-Maclean

Producer: Jeff McDougall

Director Of Photography: Igor Jadue Lillo

Production Designer: Caitlin Byrnes

Hair & Make/Up: Andrea Blunt

Costume Designer: Alecia Ebbels

Editing Company (Offline): Work Post

Editor: Saam Hodivala

Edit Producer: Ben Tomlin

Post Production 

Post Production: The Mill

2D Lead: Dan Adams

Colourist: Alex Gregory

Post Producer: Nicola Simmons

Sound House: String and Tins

Sound Design: Adam Smyth

Sound Producer: Charlie Howard

Music Composition: Dance Fight - Jeff Low / Red Riding Hood - Audio Network

Genres: Comedy, People, Storytelling, Dialogue

Categories: Food, Convenience

Droga5 London, Mon, 05 Oct 2020 09:17:00 GMT