BJL creates 2.5m TV and cinema ad campaign for Rustlers burgers

RustlersBJL has created its first work for the Kepak Convenience Foods brand Rustlers in the form of a £2.5m television and cinema campaign that targets young males and students.

The 30-second TV ad launches on April 1 and uses the strapline “one finger food”. It features a finger detaching itself from a young man playing a computer game before entering the kitchen and cooking a Rustlers burger.

The 16-week television campaign will run on ITV, Channel 4 and satellite channels including MTV. Media planning and buying is being handled by MediaCom.

The ad will also be screened in cinemas before new film Lesbian Vampire Killers. To extend its link with the movie, which is released on March 20, Kepak has signed a licensed partnership agreement. Activity will include a website “The Fang Club” that features film-related downloads and unseen footage.

A movie-themed sampling campaign will target students next month.

Kepak ran into controversy with its 2007 television ads for Rustlers. The Advertising Standards Authority investigated two Rustlers ads, which showed a woman in her underwear on a rotating sofa, after receiving 219 complaints that the ads were inappropriately scheduled, offensive, sexist and demeaning to women. Only the complaint about scheduling was upheld.

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