Little Red Riding Hood becomes best buddies with the Big Bad Wolf in a new U.K. spot for microwave burger brand Rustlers, whose latest campaign from Droga5 London draws on unexpected outcomes to show how the product might be "better than you think."
The spot, directed by Jeff Low via Biscuit Films, shows Red realizing on arrival at her grandmother's house that the wolf is not Grandma—but she ends up having fun with him anyway. As well as some more expected grandma/granddaughter activities, like dancing, decorating cupcakes and going to the hair salon together, they also go fishing, lift weights and commit some light vandalism out of an open-top car. "Isn't it funny that someone can be gone, but at the same time more here?" comments the wolf.
A second spot features what looks like will be a big high school brawl, but in fact turns into a dance-off—until the teacher breaks it up.
The ads are designed to challenge misconceptions of the brand and drive home the messages that Rustlers burgers are made with 100% British and Irish beef. They are accompanied by a radio, out-of-home and digital push.
“In a year where pretty much everything has gone worse than expected, it’s important we celebrate that which is actually better," said Ed Redgrave, Droga5 London creative director in a statement. "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.”
Previous work by Droga5 for the brand has also been quirky: it has included a German arthouse-style film about the history of burgers and a VR experience where you can't actually see anything. The latest work follows a wider rebrand from earlier this year, which included a packaging change.
Elaine Rothballer, Marketing Controller, said the brand has worked closely with 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."