Kepak is rolling out a national consumer campaign in support of its Rustlers brand, focused on the big night in occasion.

The campaign includes TV advertising, which the supplier anticipates will reach 103 million consumers, and influencer marketing.

It will push the brand’s “better than you think” messaging, and comes amid research finding that shoppers intend to order fewer takeaways, meaning retailers should try to offer more “fakeaway” options in their stores.

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Elaine Rothballer, head of marketing consumer brands at Kepak, said: “Consumers are still very much looking at tightening the belt, especially in the run up to Christmas. This paves the way for brands such as Rustlers, as we offer a better value alternative to ordering a takeaway.

“The big night in is all about relaxing, with good food and close companions, shoppers don’t want to eat into this time by waiting hours for a takeaway or spending time cooking in the kitchen. Rustlers offers the perfect solution. Not only are they delicious and made with 100% British and Irish beef but they take just 90 seconds to prepare.”

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