In a bid to reach more than 1.5 million consumers, Rustlers is launching its biggest ever sampling campaign.

Its £350,000 #FlaminTasty campaign will kick off in mid-February and will target stores, student unions and shopping centres.

The campaign will also target consumers by giving 300,000 households money-off coupons, as well as directing them to their nearest Rustlers stockist by text.

The brand will be supported by radio advertising and social media activity. Retailers can promote the range in store with new PoS.

Angela Daulby, channel director for Kepak Convenience Foods, said the campaign aims to improve the brand perception among consumers who have never tried the product.

“Trial on this scale is one of the keys to achieving Rustlers’ growth potential as the vast majority of consumers who try the brand really like the taste and then go on to buy it,” she added.