Rustlers has recruited brand guidance agency, TransgressiveX, to help refocus its marketing strategy and grow its UK market share of the micro snacking industry.
The Kepak Convenience Foods-owned brand will work with TransgressiveX to help guide its new marketing strategy, which will launch in the third quarter of 2016 with regional in-market testing beginning in February.
TransgressiveX says it will use its Brand eXchange Power Survey (bXp) on the Rustlers brand to try and reveal new marketing potential in the early stages of the consumer journey.
The survey measures the impact of a brand at each point in the consumer journey based on psychological responses of consumers. TransgressiveX then analyses the data to determine the competitive position of the brand and advises on how to develop marketing to take advantage of unearthed possibilities.
Simon Walker, chief executive of Kepak Convenience Foods said the Rustlers brand has been “refocused through their work, finding a very exploitable competitive difference, that has worked itself through our thinking on all aspects of marketing, from product innovation to packaging, briefing our comms partners, and informing our PR investments. “
Walker added that they have been “astonished” with how “usable and specific the guidance from TX’s system has been for our brand.”
Rustlers involvement in the micro snacking category coincides with a huge growth in the market. In 2000 the micro snacking category was worth around £10m and is now valued at around £153m.