Droga5 & Rustlers: Mad little stories show that expectations can be wrong

Rustlers is a UK brand of microwave-ready burgers. If you’re dubious about this juxtaposition, so are a lot of people. It has been getting pretty awful reviews. Droga5 London’s job was to challenge what the brand believes are misperceptions. The resulting campaign, Better Than You Think, plays off people’s expectations and subverts them in surprisingly funny and rewarding ways.

At the heart of Better Than You Think are two wild little films, directed by Jeff Low, that mess with your mind. They’re fun, funny and edgy there is little doubt that the brand’s young audience will lap them up. In Little Red Riding Hood when Red sees her grandmother is now a wolf, you expect it will all end badly, but they have an amazing time together.

In Fight, the opening scene suggests a violent high school brawl is about to happen. What does result is ridiculously tame (and very cool).

The two films are supported by radio as well as OOH and digital display. The new campaign is Rustlers’ first campaign since its re-brand in March 2020 and aims to build brand awareness among its key audience of convenience seekers. The campaign launched on October 5 online and across social channels.

David Kolbusz, Droga5 London chief creative officer, commented, “With the platform, Better Than You Think, Rustlers tackles its perception issues head-on, proving itself a fearless brand once again. We hope consumers appreciate the honesty and give its range the chance it deserves.”

Ed Redgrave, Droga5 London creative director, added, “In a year where pretty much everything has gone worse than expected, it’s important we celebrate that which is actually better. Like discovering Rustlers burgers are made with 100% British & Irish beef. That, really, is the best-case scenario for a microwave burger. And the year 2020.”

Elaine Rothballer, Marketing Controller at Rustlers, stated, “We have worked very closely with our partners, Droga5 London, to redefine the Rustlers brand purpose, tone of voice and positioning. This has led to the development of a new campaign which brings this work to life through tapping into the powerful and true insight that Rustlers burgers really are better than you think.”