Rustlers, the £117 million[1] chilled ready meals brand, is bringing back its retailer big night in campaign, backed by new research highlighting the growing opportunity of fakeaway promotions in store that can allow retailers to boost their sales during this key trading period.
The research, conducted on behalf of Rustlers2, found seven in 10 (69%) shoppers say food retailers should run more fakeaway meal deals and 45% said they had bought one within the past month.
Fakeaways is a term given to meals bought by shoppers who are trying to replicate the restaurant or takeaway experience at home with products bought from a supermarket or convenience store. Their comparatively lower price point has grown the popularity of fakeaways as the cost of living has risen.
The occasion is particularly important to Rustlers shoppers3, who are +20% more likely than the general public to have bought one in the past week and +11% more likely to say they sound convenient.
Rustlers will be capitalising on this opportunity by bringing back its big night in consumer and retailer activations, with VOD across platforms, a 4 week sponsorship of Spotify’s “Own Dinner” playlist and a first of its kind, pop-up immersive ‘living room’ consumer activation experience in November.
Elaine Rothballer, Head of Marketing Consumer Brands at Kepak, said: “As the weather turns colder from September onwards, we will see the usual rise in shoppers opting for a night in rather than a night out.
“But the nature of what shoppers are buying for these nights in is changing. It’s not just about crisps and confectionery, today’s shoppers are searching for products to replicate the experience of going out as best they can.
“This is a highly lucrative opportunity for retailers who can get this right. With two thirds (65%) of shoppers expecting to find drinks included in a fakeaway offer, retailers can considerably build their basket spend by meeting this shopper mission.”
To help retailers boost their big night in occasion in store, Rustlers has created brand new POS for retailers to download for FREE here
1 Nielsen EPOS Total Market value sales 52 w/e 7th September 2024
2 Source: Savvy Shopper Panel, Base: 1,000 UK shoppers, May 2024.
3 Source: Nielsen EPOS Data Total Market Units up to 9th September 2024. Latest 12 weeks v Previous Year.
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