Ready-made burger brand Rustlers is celebrating its role at the heart of “convenient meal moments” with a new integrated campaign running nationwide.

Developed in partnership with creative agency Droga5, ‘Oh My Rustlers’ will be centred around a 60-second spot that showcases how the brand’s taste can trap people into a surreal, never-ending metaphor.

Supported by further assets, the campaign will also encourage the UK public to opt for Rustlers as a quick-and-easy mealtime option, without compromising on taste.

“Oh My Rustlers is a celebration of enjoying the little moments in the everyday,” said Rebecca Simpkin, senior brand manager at Rustlers.

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“Burgers just hit like nothing else and eating them is a sensory, enjoyable experience. We wanted to bring that to life with this campaign, whilst keeping that bold Rustlers style and humour.”

Running alongside the film will be a series of out-of-home, digital and radio executions, centred around the “iconic” two-handed movement needed to consumer a burger.

Ed Redgrave, creative director at Droga5 added: “Beef burger. And if that sounds awesome when I say it, it’s because it is.

“If that stirs the loins that your tastebuds definitely have, it’s because there is no greater occasion than treating yourself to one. When you’ve got burger on the brain, nothing else will do. Rustlers is an indulgent, beefy, bassy ballroom dance of a dining experience.”