Rustlers, the number one brand in UK chilled ready meals, has teamed up with forensic brand guidance agency, TransgressiveX, to refocus their marketing strategy and support them with their goal of growing penetration of the micro snacking category.
As the pioneering brand of its sector, owned by Kepak Convenience Foods (KCF), Rustlers grew the micro snacking category from £10m in 2000 to £153m today. It now sells over 4 packs per second in the UK.
TransgressiveX has unleashed their Brand eXchange Power Survey (bXp) on the Rustlers brand to reveal new marketing potential in the early stages of the consumer journey. The bXp Survey employs System 1 data acquisition alongside proprietary algorithms for discovering competitive advantage. It was developed by leader in global quant and qual brand research, and renowned consumer psychologist, Nadim Sadek and the TX team. It measures the impact of a brand at each point in the consumer journey, scientifically based on psychological responses of consumers. TX applies their own algorithm to first to diagnose the competitive position of the brand, then to show a prognosis for how to develop marketing to take advantage of these revealed opportunities. Its benefit is the most efficient marketing through forensic brand guidance. It has enabled Rustlers to build competitive advantage in propositional Pull and activation Push.
Simon Walker, CEO of Kepak Convenience Foods said:
“TX’s Brand eXchange Power survey really is a great move forward - from simply receiving data and information, to having an insight partner who gives us guidance that makes a difference to our business.
Our Rustlers brand has been refocused through their work, finding a very exploitable competitive difference, that has worked itself through our thinking on all aspects of marketing, from product innovation to packaging, briefing our comms partners, and informing our PR investments.
Having worked with a variety of insight providers over the years, we have been astonished by just how usable and specific the guidance from TX’s system has been for our brand. It's focused us to make the best use of our resources, aligned the whole business because of its intuitive coherence, and given the whole business greater clarity and confidence. It’s a huge and commercially powerful innovation.”
In-market activation of Rustlers new brand strategy begins in Quarter 3, 2016, with regional in-market testing commencing in February.
New insight agency TransgressiveX (TX), based in Kensington and operating worldwide, was established by one of the industry’s most senior leadership teams led by Nadim Sadek ; Founder of Sadek Wynberg Research; Global Leader of Millward Brown’s Qualitative Network; Worldwide Commercial & Strategy Director of Research International; and creator of multi-category, Mobius award-winning brand Inish Turk Beg. He is joined by Carol Reay, (CMO Odgers Berndtson; CEO, Great Ormond Street Hospital; Deputy Chairman Grey London; founder & MD Mellors Reay Advertising), Andrew Wish (CEO Research International; CEO Astra-Zeneca (SA); and Global Top 10 account director TNS), Iain Hamilton (CMO Kimberly-Clark Europe; Director of Mayborn Group PLC), John Blake (MD Research International; Global Insight Director Bacardi, Cadbury, Kraft, Avis), and Chris King (CEO KB49; Global Account Director at Grey Worldwide; Procter and Gamble).
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