Rustlers

Elevating Fast Food.

Rustlers’ microwave burgers were famous for being the favourite fast food for lads. The kind of thing students would heat up at 2am after coming in from a night out. But, to grow its market share, the brand needed to grow up. Through consumer research, we discovered that these super convenient burgers fit perfectly into the lives of most young professional guys. Because they were so busy (albeit mostly playing computer games and sport), they didn’t have time to cook. And with Rustlers they didn’t need to. I developed the idea of One Finger Food – a convenient meal they could prepare with just one finger, taking no time or effort at all.