Rustlers has announced the return of its Big Night In campaign as it publishes new research highlighting strong shopper demand for fakeaway deals, whereby consumers can emulate a takeaway experience at home with shop bought products.
The research, conducted by Savvy Marketing on behalf of Rustlers, 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.
Their comparatively lower price point has grown the popularity of fakeaways as the cost of living has risen, observed Rustlers brand owner Kepak.
The occasion is particularly important to Rustlers shoppers, 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 [Nielsen EPOS Data Total Market Units up to 9th September 2024, latest 12 weeks v Previous Year], claimed the firm.
Rustlers will be capitalising on this opportunity by bringing back its big night in consumer and retailer activations, with VOD across platforms, a four 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 free POS for retailers to download.
