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".
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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 the original television advert involving young men taking modified microwaves to "cruise" style events, as well as in more recent marketing involving desirable young women.
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.
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.
The brand has also enjoyed endorsement from minor celebrity Gavin Prentice of Over The Wall who, when interviewed after playing T in the Park, said "All I eat is Rustlers and pineapple jelly"
The Rustlers GameSafe campaign began back in 2008. A tongue in cheek campaign encouraging regular breaks to refuel during gaming sessions Rustlers, the hot ‘n’ tasty snack ready in seconds, just so happens to be the perfect choice for gamers in a hurry. The campaign has been supported via press adverts in Xbox magazine and PC Gamer magazine. The official website is a blog based site featuring the best of gaming stories and funnies from the web.