Rustlers Drum News Advertising

Rustlers unveils ‘fit as a butcher’s daughter’ campaign with BJL


By The Drum Team | Editorial

May 29, 2012 | 2 min read

Microwave snack brand Rustlers has unveiled a new campaign with BJL, featuring butcher’s daughter Lexi O’Leary, who likes her meat ‘well-hung’.

As well as an on-pack promotion, the campaign will include national on demand video MPUs, a Facebook profile for Lexi, YouTube footage, blogging, seeding and mobile phone activity.

Nicky Unsworth, managing director at BJL, said: “The campaign is designed to communicate the quality of Rustlers’ products in an engaging and suggestive way for 16-24 year old males. It’s definitely the most risqué campaign we’ve done to date.”

Consumers are directed to an interactive butcher’s shop on the Rustler’s website, featuring a self-edit video produced by Gate films, where users can adapt what Lexi says, using number keys to change the phrases.

BJL has also created a series of banner ads where Lexi ‘stalks’ consumers, which will appear on The Sun online and on the Nuts website over a period of four weeks.

John Armstrong, Rustlers marketing director, said: “Fit As A Butcher’s Daughter will dispel some of the negatives in a manner that will not only appeal to our target market of 16 to 24-year-old males but will also engage people who may not have tried the brand due to their misconceptions.

"We are really pleased how our integrated approach, working with our creative team at BJL and our media team at Mediacom, has resulted in a campaign that is not only focused on the creation of an entertaining, brand building destination but is also focused on telling people about it with communications on five million packs and through seven million digital impressions."

Rustlers Drum News Advertising

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BJL is an integrated agency, creatively focused and commercially aware. We work with brands – often challenger brands and nearly always brands in transition – to help them stand out and be successful in today’s world. We believe many voices talking as one are incredibly powerful; Your social media amplifies your PR which builds on your advertising, which heightens the relevance of your CRM and provides a base for your content creation, and so on. So we work in a way today’s consumers live. Connected. BJL is a mix of strategists, planners, creatives, digital and social specialists, PR and brand teams. Our role is most often as lead agency, developing and delivering integrated campaigns. We do this with a team of 85 split across 2 offices: Manchester (Spinningfields) and London (Shoreditch). Part of Dentsu

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