MediaCom beats Carat to £3m Rustlers account

MediaCom has won the &£3m planning and buying account for food brand Rustlers following a two-way pitch against Carat. Incumbent MindShare was not asked to repitch for the business.

MediaCom’s first task will be to plan and buy a television, outdoor, radio and print ad campaign due to break early this year. Creative work for Rustlers, which is owned by Ireland-based Kepak Convenience Foods, is handled by Chemistry.

Kepak launched Rustlers in the UK market in 2000. The range consists of microwaveable hot snacks such as burgers, rolls and sandwiches that are primarily sold in grocery multiples and convenience store chains.

Kepak UK sales and marketing director Gareth Jones oversaw the pitch. Jones was appointed to the post in May last year. Kepak also owns SpeediSnacks microwaveable meals.

Rustlers’ most recent TV advertising campaign was handled by Chemistry and broke in the summer. It used the theme of customising microwaves, rather than cars, to convey the speed at which the snack is prepared. Packaging carries the tagline: ‘Tasty and hot filling snacks which offer a meatier feed – fast’.

The brand has also been supported this year through a roadshow that toured universities and shopping areas, aimed at the brand’s core 15- to 34-year-old male market.