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Rustlers are a range of burgers and hot sandwiches produced by Kepak Convenience Foods, based in Kirkham, Lancashire, England. The parent company, Kepak, is based in Dublin, Ireland. Each product in the range comes packed with a sachet of sauce appropriate for the food. Several products are now also packaged with a slice of processed cheese or a rasher of bacon.
The focus of the marketing is on the short cooking time and the use of a microwave oven to reheat the food. The brand's slogan is "0 to Tasty in Seconds", recently modified from "0 to Tasty in 70 Seconds".
- The Quarter Pounder - burger with cheese and Rustlers signature sauce( imitation of big mac sauce)
- The Chicken Sandwich - chicken breast with mayonnaise
- The BBQ Rib - rib-shaped pork with barbecue sauce
- The Mighty Angus - Angus burger with tomato relish and cheese
- The Deluxe With Bacon & Cheese - burger with bacon, cheese and Rustlers signature sauce (imitation of big mac sauce)
- The Big One - a large burger with cheese and Rustlers signature sauce
- The Cheese Burger - burger with cheese and Rustlers signature sauce (imitation of big mac sauce)
- The Zingy Chicken - chicken breast with peri peri chilli sauce
- The Hamburger - simple hamburger and Rustlers signature sauce, price marked £1 in some shops
- The Texan (Limited Edition) - Burger with Chipotle Sauce
- The Chilli Dog (Limited Edition) - Hot Dog with hot chilli sauce
- The Meatball Sub - Meatballs with tangy tomato and herb sauce
- The Southern Fried Chicken Hot Sub - Sub with southern fried chicken and mayonnaise
- The Club Sub - Sub with chicken breast, streaky bacon and mayonnaise
- Hot Wraps - Hot Wrap with cheese, Salsa or BBQ Sauce
- Nacho Cheese Burger - Beefburger with a nacho cheese sauce
- Italian Chicken Fillet Sandwich - with tomato salsa sauce
- Chicken Tikka Naan - with curry sauce
- The Big Breakfast - sausage and bacon, with tomato ketchup
- The Bacon Roll - bacon with tomato ketchup
The brand's marketing campaigns appear to be aimed at young men, who are known to prefer convenience in food. This can be seen in marketing involving desirable young women, and the original television advert involving young men taking modified microwaves to "cruise" style events.
Voice-overs for the adverts are provided by Steve Berry, a man known for his enthusiasm for motorcycles, which fits the brand's theme of speed in its marketing. A more obscure connection between Berry and Rustlers is that both originate in Lancashire.
Eat Late Eat Safe
In 2007 the brand became associated with the "Eat Late Eat Safe" campaign. This is an effort by UK fire services to spread awareness about the dangers of cooking while under the influence of alcohol, particularly aimed at university students. The brand is particularly suitable for this purpose because of its reliance on microwave ovens, which are generally regarded as less likely to cause fires. Rustlers' involvement in the cause involves a section linking to the campaign's site on its own website, and the distribution of free samples and money-off coupons during a tour of UK universities. The campaign's awareness leaflets are given out with the samples and coupons.
- "Rustlers introduces ‘McDonald’s-style’ sauce". Talking Retail. 26 August 2010. Retrieved 7 October 2013.
- "BJL creates 2.5m TV and cinema ad campaign for Rustlers burgers". Marketing Week. Retrieved 7 October 2013.
- ""One night stand" (Rustlers)". 29 April 2008. Retrieved 7 October 2013.
- "Gemma Atkinson: Definitely don't cook chips in beer goggles Read more at http://www.nowmagazine.co.uk/celebrity-news/241809/gemma-atkinson-don-t-cook-chips-in-beer-goggles". Now Magazine. Retrieved 7 October 2013.
- "Eat late eat safe - Rustlers". The Grocery Trader. Retrieved 7 October 2013.