The behavioural planning agency Total Media has scooped Rustlers’ media planning and buying account from incumbent agency Mediacom.
Following a competitive pitch, handled by Oystercatchers, Total Media will be using their behavioural planning expertise and insight to assist Rustlers in helping it to change audience perceptions of the brand and its products.
Rustlers’ owner, Kepak Convenience Foods, has chosen Total Media to join insights-to-action brand guidance agency TransgressiveX and creative communications agency Droga5 as part of their network of preferred suppliers. Alongside the other two companies, Total Media will become an organic marketing extension of the Rustlers brand.
Rustlers is the number one brand in the UK Chilled Ready Meals category – after buying it once, consumers continually come back for more. As part of its strategy to grow category penetration, the brand will now focus on improving perceptions amongst those who have never tried the product. Total Media’s behavioural understanding of how the factors that influence perception affect brand consideration will guide the media plan.
Tom Laranjo, MD of Total Media said: “Rustlers’ marketing objectives to change audience perceptions will be at the heart of our media strategy. By understanding the behaviour that influences perception – which includes experience, motivation, emotion and availability of information – we will be working to identify new consumer groups to enjoy the Rustlers range of burgers and hot sandwiches, positioning Rustlers as the considered choice in its broader competitive set.”
Adrian Lawlor, Marketing & Business Development Director at Kepak Convenience Foods said: “Total Media’s behavioural insights – particularly around perception and changing customer behaviour – will be an integral part of our new marketing strategy. Throughout the process the team was really engaging, aligned and consistent and we’re delighted to now move beyond the pitch process and onto the real business.”
Work on the account starts immediately.