Rustlers

BURGERS, BUNS & big nights in: Positioning rustlers as the ultimate fakeaway

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The Results

National success

12 pieces of national and consumer media coverage, reaching +34.7M

Fakeaway fame

Mentioned over 25 times in press coverage, to drive key message far and wide

SIZZLING social reach

Paid, owned and earned social content, reaching +1.4M

All eyes on the prize

Most successful social competition to date, with +700 entries across the UK

The Task

Takeaways? Overpriced. Cooking from scratch? Too much effort. Rustlers? The ultimate fakeaway fix. Our mission was clear: Encourage the nation to ditch delivery apps and embrace the flame-grilled flavour of Rustlers from the sofa.

Insight

Are we a nation of night-outers or night-inners? Turns out, we’d rather stay in.

With 1 in 3 Brits making excuses to avoid going out, and 44% cutting back on takeaways, we had the perfect opportunity to step in and position Rustlers as the go-to fakeaway option.

But we couldn’t just tell people – we had to grab attention and spark conversation. The solution? Creating the UK’s biggest living room to prove that Rustlers is the only way to upgrade a night in.

THE IDEA & EXECUTION

We transformed a Victorian railway arch in Shoreditch into the UK’s biggest living room, serving up a bold, indulgent and totally unmissable fakeaway experience.

Consumers, media and influencers tucked into flame-grilled Rustlers, sipped on cocktails, and battled it out in the games room, proving once and for all that Rustlers is hands down the best burger fakeaway.

And no night in is complete without a movie, right? With Die Hard crowned the UK’s favourite film, we hosted an exclusive screening, complete with bean bags, mood lighting and cinema snacks.

To take the conversation nationwide, we fuelled a major news story diving into insights around the UK’s ultimate night in, backed by a killer social campaign, influencer collabs, competitions and giveaways – positioning Rustlers as the undisputed king of the night in.

Alpro

Brooklyn Pilsner

Pukka

Rustlers