Rustlers
Encyclopedia
Rustlers are a range of burgers and hot sandwiches produced by Kepak Convenience Foods, based in Kirkham
, Lancashire
, England
. The parent company, Kepak, is based in Dublin, Ireland
. Each product in the range comes packed with a sachet of sauce appropriate for the food. Several products are now also packaged with a slice of processed cheese
or a rasher of bacon
.
The focus of the marketing is on the short cooking time and the use of a microwave oven
to reheat the food. The brand's slogan is "0 to Tasty in Seconds", recently modified from "0 to Tasty in 70 Seconds".
involving young men taking modified microwaves to "cruise
" style events, as well as in more recent marketing involving desirable young women.
Voice-overs for the adverts are provided by Steve Berry
, a man known for his enthusiasm for motorcycles, which fits the brand's theme of speed in its marketing. A more obscure connection between Berry and Rustlers is that both originate in Lancashire.
to spread awareness about the dangers of cooking while under the influence of alcohol, particularly aimed at university students. The brand is particularly suitable for this purpose because of its reliance on microwave ovens, which are generally regarded as less likely to cause fires. Rustlers' involvement in the cause involves a section linking to the campaign's site on its own website, and the distribution of free samples and money-off coupons during a tour of UK universities. The campaign's awareness leaflets are given out with the samples and coupons.
The brand has also enjoyed endorsement from minor celebrity Gavin Prentice of Over The Wall
who, when interviewed after playing T in the Park
, said "All I eat is Rustlers and pineapple jelly"
Kirkham, Lancashire
Kirkham, or as it once was known, Kirkam-in-Amounderness is a town and civil parish in the Borough of Fylde in Lancashire, England, midway between Blackpool and Preston and adjacent to the smaller town of Wesham. It owes its existence to Carr Hill upon which it was built and which was the location...
, Lancashire
Lancashire
Lancashire is a non-metropolitan county of historic origin in the North West of England. It takes its name from the city of Lancaster, and is sometimes known as the County of Lancaster. Although Lancaster is still considered to be the county town, Lancashire County Council is based in Preston...
, England
England
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
. The parent company, Kepak, is based in Dublin, Ireland
Ireland
Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...
. Each product in the range comes packed with a sachet of sauce appropriate for the food. Several products are now also packaged with a slice of processed cheese
Processed cheese
Processed cheese, process cheese, cheese slice, prepared cheese, cheese singles or cheese food is a food product made from normal cheese and sometimes other unfermented dairy ingredients, plus emulsifiers, extra salt, food colorings, or whey...
or a rasher of bacon
Bacon
Bacon is a cured meat prepared from a pig. It is first cured using large quantities of salt, either in a brine or in a dry packing; the result is fresh bacon . Fresh bacon may then be further dried for weeks or months in cold air, boiled, or smoked. Fresh and dried bacon must be cooked before eating...
.
The focus of the marketing is on the short cooking time and the use of a microwave oven
Microwave oven
A microwave oven is a kitchen appliance that heats food by dielectric heating, using microwave radiation to heat polarized molecules within the food...
to reheat the food. The brand's slogan is "0 to Tasty in Seconds", recently modified from "0 to Tasty in 70 Seconds".
Current Range
- The Quarter Pounder - burger with cheese and Rustlers signature sauce
- The Chicken Sandwich - chicken breast with mayonnaise
- The BBQ Rib - rib-shaped pork with barbecue sauce
- The Mighty Angus - Angus burger with tomato relish and cheese
- The Deluxe With Bacon & Cheese - burger with bacon, cheese and Rustlers signature sauce
- The Big One - a large burger with cheese and Rustlers signature sauce
- The Cheese Burger - burger with cheese and Rustlers signature sauce
- The Zingy Chicken - chicken breast with peri peri chilli sauce
- The Texan (Limited Edition) - Burger with Chipotle Sauce
- The Chilli Dog (Limited Edition) - Hot Dog with hot chilli sauce
- The Meatball Sub - Meatballs with tangy tomato and herb sauce
- The Southern Fried Chicken Hot Sub - Sub with southern fried chicken and mayonnaise
- The Club Sub - Sub with chicken breast, streaky bacon and mayonnaise
Discontinued Products
- Italian Chicken Fillet Sandwich - with tomato salsa sauce
- Chicken Tikka Naan - with curry sauce
- The Big Breakfast - sausage and bacon, with tomato ketchup
- The Bacon Roll - bacon with tomato ketchup
Marketing
The brand's marketing campaigns appear to be aimed at young men, who are known to prefer convenience in food. This can be seen in the original television advertTelevision advertisement
A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...
involving young men taking modified microwaves to "cruise
Cruise (automotive)
A cruise is a meeting of car enthusiasts at a predetermined location, organised predominantly through the internet but also largely through mobile phone, word of mouth or simply by a cruise being established enough that it becomes a regular event.-Description:There are two main types of cruise:...
" style events, as well as in more recent marketing involving desirable young women.
Voice-overs for the adverts are provided by Steve Berry
Steve Berry (presenter)
Steve Berry is a British TV presenter.He hosted BBC2's Top Gear between 1992 and 1999, and the spin-off Top Gear Motorsport on the same channel where he mostly reviewed and made features relating to motorcycles. He was the main presenter of the now defunct Top Gear Radio Show on BBC Radio Five Live...
, a man known for his enthusiasm for motorcycles, which fits the brand's theme of speed in its marketing. A more obscure connection between Berry and Rustlers is that both originate in Lancashire.
Eat Late Eat Safe
In 2007 the brand became associated with the "Eat Late Eat Safe" campaign. This is an effort by UK fire servicesFire service in the United Kingdom
The fire services in the United Kingdom operate under separate legislative and administrative arrangements in England, Northern Ireland, Scotland and Wales...
to spread awareness about the dangers of cooking while under the influence of alcohol, particularly aimed at university students. The brand is particularly suitable for this purpose because of its reliance on microwave ovens, which are generally regarded as less likely to cause fires. Rustlers' involvement in the cause involves a section linking to the campaign's site on its own website, and the distribution of free samples and money-off coupons during a tour of UK universities. The campaign's awareness leaflets are given out with the samples and coupons.
The brand has also enjoyed endorsement from minor celebrity Gavin Prentice of Over The Wall
Over the Wall (band)
Over The Wall are a pop-rock-folk band based in Glasgow, Scotland. The outfit consists of Ben Hillman and Gavin Prentice , a lineup that has remained unaltered since forming in 2006. The band released their debut album Treacherous in the United Kingdom on 22 November 2010, on Motive Sounds...
who, when interviewed after playing T in the Park
T in the Park
T in the Park is a major British music festival that has been held annually since 1994. It is named after its main sponsor, the brewing company Tennents. It was originally held at Strathclyde Park, Lanarkshire but since 1997 has been held at a disused airfield in Balado, Kinross-shire...
, said "All I eat is Rustlers and pineapple jelly"