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.


Can agencies afford to take on 2012 task?

Marketing Week

One of the largest goods-in-kind contracts around is on the table for marketing agencies. The search for the marketing services provider for the London 2012 Olympics has begun as the current contract, held by Lord Bells Chime Group, expires at the end of this month.

Cogent Elliott leads global creative work for Triumph

Marketing Week

Triumph Motorcycles has appointed Cogent Elliott as its lead global creative agency. The agency will work on all Triumph marketing communications worldwide, including country-specific, national and local advertising, literature and direct mail. It will also handle digital communications, dealer sales support, launch planning and positioning. The agency has already undertaken a major brand review as […]


    Leave a comment