SNACK brand Rustlers is to spend £2.5m in the next year to support a new sales growth strategy.
The campaign will be led by a new TV ad aimed at 16 to 24 year olds.
Marketing and business development director Adrian Lawlor said: “People who buy Rustlers rank it more favourably than loyalists of brands in our broader competitive set, but we’re going to accelerate growth by challenging and changing perceptions amongst people who have yet to try it.”
The ad tracks a man’s life from boyhood to old age, showing hardships along the way and ending with him eating a Rustlers burger that cooks in just 90 seconds in the microwave and the line: ‘What A Time To Be Alive’.
Lawlor said: “We’re confident our new brand proposition will result in more people trying Rustlers.”