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Bjl Rustler

BJL fends off local rivals for Rustlers win

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By The Drum Team, Editorial

November 21, 2007 | 2 min read

Kepak Convenience Foods, the firm behind the Rustlers brand, has appointed BJL following a four-way Manchester pitch.

BJL held off competition from local rivals CheethamBell JWT, McCann Erickson Communications House and Love for the account, which is understood to carry a seven-figure budget.

The agency’s remit will include the development of broadcast, print and digital campaigns for the hot snacks giant. Initial assignments will include generating a new campaign for Rustlers microwavable burgers and the launch of premium panini brand Ugo’s Deli café to a largely female audience.

Mike Lorimer, senior brand manager said: “Our brands have enjoyed great success whilst retaining a real sense of fun. BJL demonstrated an excellent understanding of this attitude. We were impressed by their clarity of strategic thinking which really came through in engaging creative work.”

Rustlers was launched in the UK in 2000 and has become a £90million brand in just over seven years. Ugo’s Deli café range was launched by Kepak in September to extend the ‘ hot’ snacking market to appeal to young working women

Charlotte Thompson, Director at BJL remarked, “We are delighted to be working with Kepak, an amazing FMGC success story. They have a clear strategic direction and appetite for brave and engaging creative work to help them realise it.”

The 70-strong team at BJL has picked up Morphy Richards, Regus International, and Roseby’s as new clients in recent months.

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