Rustlers focuses on quality with Fit As A Butcher's Daughter push

Rustlers has young lads firmly in its sights with its latest campaign - the delicately titled Fit As A Butcher’s Daughter.

Fronted by a woman in a butcher’s apron and suspenders, the online and on-pack push has the strapline: ‘For me it has to be well hung’. Owner Kepak said the ads challenged the perception of the brand’s quality.

“We’ve never sold it on a quality platform but it tastes better than many expect,” said marketing director John Armstrong.