Rustlers — Guy Reason

Better Than You Think.

I developed a new long-term creative platform to support a product reformulation and overhaul of the brand’s visual identity and packaging.

The Brief

Get busy people who think Rustlers is made from ‘udders and eyelids’ to try the improved product by reassuring them that, ‘Rustlers is made from 100% British and Irish beef.’

The Insight

My research showed that people think that Rustlers burgers are terrible. Even the people that eat them. I identified that the brand’s place in British culture was the petrol station snack with the questionable quality credentials.

The Execution

You can’t fight your place in culture, so I chose to lean into it. My strategy was to face up to the brand’s less-than-stellar reputation in a funny self-deprecating way and then flip those negative perceptions on their head with the powerful new ‘made from 100% British & Irish beef’ claim.

The Results

The two AV spots picked up a Gold and a Silver at the 2021/22 British Arrows.

The Little Red Riding Hood ad was placed at #6 in Campaign's top 15 film ads of 2020 and contributed towards Droga5 London being named as Adweek’s 2020 International Agency of the Year.