I love this marketing campaign that headlined ‘Fit As A Butcher’s Daughter’ and with national TV advertising. They had a little over 3000 complaints for running a sexist ad but they never took it off, they had 7 million hits to it and their sales went up by 30%
The Fit As A Butcher’s Daughter campaign, fronted by a young woman dressed as a butcher, will challenge some of the perceptions some consumers have about the £68 million Rustlers brand. “Consumers love the taste, but there have been always been some myths about the quality of the product that we wanted to address in a Rustlers way,” says Kepak Convenience Foods? Marketing Director John Armstrong. “Fit As A Butcher’s Daughter will appeal to our target market of 16 to 24-year-old males but will also engage people who may not have tried the brand due to their misconceptions.” The campaign will centre on a Rustlers microsite. It will feature an interactive butcher’s shop fronted by the scantily clad butcher’s daughter, with a self-edit video facility. Consumers will be driven to the site by a heavyweight online campaign that will be seen more than 7 million times. Key elements include video MPUs (video banner ads), a Facebook profile giving an insight into the butcher?s daughters daily life, YouTube footage and extensive mobile phone activity.
Many companies have policies/rules against puting certain things on the block. No coffee, other drinks, or personal foods. But I don't recall any rules against sitting on the block and as far as I'm concerned, she can sit wherever she wants.
