14 national and consumer articles, reaching +147 million
INFLUENCER ENGAGEMENT
Engagement rate of 69%, far exceeding the industry average of 6.2%
London Sampling
125,000 footfall at Kings Cross with burgers sold out 2 hours early
The Task
Deliver a high-impact experiential activation to bring the brand’s Boost Your Burger campaign to life, whilst changing perceptions of its quality products along the way, to build brand re-appraisal. Create multiple PR and social touchpoints via press coverage, influencer collabs and UGC (user generated content), to position Rustlers as a tasty, quality burger – especially when boosted with fresh ingredients.
Insight
Rustlers is a brand that doesn’t take itself too seriously, with a fun, quirky and humorous TOV which we wanted to lean into to highlight its quality message, but we needed to do this in a way that resonates.
The great news? Our insights found that its target shoppers are significantly influenced by pop culture and the ‘celebrity effect’.
So, we used this to our advantage to create a campaign that not only entertained but reinforced its quality credentials and unique brand identity in a relatable way – whilst having a whole load of fun along the way.
The Idea & Execution
To put Rustlers burgers literally in the hands of potential shoppers, we cooked up an artisan-styled farmers market pop-up in Kings Cross. This immersive event gave consumers a chance to sample the quality burgers – boosted with fresh ingredients – while creating a hot spot for the campaign narrative and story to unfold.
Now, we wanted celebs to front the campaign, but instead of forking out £££ we hired the ultimate lookalikes to headline the story. This twist created a huge buzz on the day, and we really mean it. Hundreds of passersby lined up for free burgers and snapped selfies, with a sell-out 2 hours early!
But that’s not all. We cooked up a survey story, captured mouthwatering imagery, launched influencer campaigns and co-ordinated a social series to spread awareness post-event. A sizzling success.
