Rustlers launches Boost Your Burger activation at King’s Cross

Rustlers launched a pop-up activation this week in London’s Kings Cross to amplify its ‘Boost Your Burger’ campaign which aims to encourage consumers to change up their regular Rustlers burger, by ‘boosting’ it with additional ingredients.

The burger brand enlisted “Gordon Ramsay” and “Ed Sheeran” lookalikes (Martin Jordan and Ty Jones) who surprised and delighted passersby by giving away hundreds of free burgers, all boosted with fresh ingredients. The brand will also be giving away merchandise and a Spotify premium membership to select lucky consumers who share their boosted burgers on social media. To support the giveaway, Rustlers will also launch a social campaign across TikTok Meta and will be sponsoring a mood boosting playlist on Spotify, set to generate over 28 million impressions for the brand.

The brand is promoting four recipes to help spark consumers’ creativity by showcasing how easy it is to boost a regular Rustlers product. For example, consumers can ‘Boost it Fiery’ by adding halloumi, a pineapple ring, lettuce and hot honey to a Rustlers Peri Peri Chicken Burger or ‘Boost it Spicy’ by adding tortilla crisps, jalapenos, spicy tomato salsa and pepperjack cheese to a Rustlers Classic Quarter Pounder.

The pop-up was launched after the brand conducted a survey that found the average Brit indulges in a juicy burger once every ten days, with Londoners eating 57 annually, but whilst we love burgers, we’re divided by toppings across the nation. The survey results are below – which some fun findings including how one in six Brits believe pineapple has more of a right on a burger than tomatoes.

Rebecca Simpkin, Senior Brand Manager at Rustlers UK, says: “We’ve always known that there’s been more than one way to boost a burger, but our study has revealed more division – and varieties of popular toppings – than we ever imagined. The good news is that there really is no right or wrong way to boost your burger. Whether it’s with a simple tomato and lettuce, or kimchi and pineapple, just do it how you like. Our Boost Your Burger pop-up in the heart of King’s Cross, with the help of some famous faces, is enabling us to share our high-quality burgers and show them that Rustlers is better than you think, especially when boosted.”

The full list of Rustlers recommended Boost Your Burger recipes, and terms for the Spotify giveaway, are available via www.winwithrustlers.com.

 

THE GREAT BURGER DEBATE. IT’S OFFICIAL… THE UK IS UNITED BY PATTIES, BUT DIVIDED BY TOPPINGS (SOME OF THEM BIZARRE)

 Britain’s love affair with burgers is undeniable, with the average Brit indulging in a juicy burger once every ten days. In fact, Londoners lead the pack, consuming a whopping 57 burgers annually, while even relatively burger-shy Plymothians still enjoy the tasty treat once a fortnight.

The classics still top the list of the nation’s favourites – with a Chicken Burger the fave for one in four (23 per cent), Classic Cheeseburger for one in five (19 per cent) and a Quarter Pounder for one in six (16 per cent).

But whilst our collective burger passion may unite us, a sizzling debate over toppings is dividing the nation, according to a new study of 2,000 Brits, commissioned by burger brand Rustlers to celebrate its new ‘Boost Your Burger’ campaign.

While it may come as no surprise that onion rings (33 per cent), pickles (24 per cent) and even avocado (12 per cent) are beloved burger toppings for a significant portion of Brits, it seems more unconventional choices are quickly growing in popularity.

Toppings such as fried eggs – now a must for one in four burger fans (25 per cent) – pineapple (10 per cent), guacamole (10 per cent), hummus (8 per cent), pesto (7 per cent), and even beetroot (7 per cent) are now favoured by millions of Brits.

Marmite on a burger is still ‘marmite’ when it comes to opinions, but Londoners are the most likely to give it a try (8 per cent). Meanwhile, in Leeds, one in ten are going nuts for peanut butter as their burger topping of choice.

When it comes to experimenting, Glaswegians are the most vanilla with almost half (44 per cent) saying they’d never top their burgers with unusual ingredients.

Meanwhile, one in six Brits (18 per cent) are adamant that pineapple has more of a right to take pride of place on top of a burger than a tomato, and one in four (26 per cent) believe the perfect ‘topping’ should actually be sandwiched between the patty and bottom bun. Equally, 26 per cent consider adding BBQ sauce to be nothing short of burger blasphemy.

Not to forget the all-important burger bun, the buttery brioche reigns supreme (22 per cent) as the UK’s favourite. However, a bread revolution is on the rise, driven by Gen Z, who are nearly twice as likely (9 per cent) as other generations to swap traditional buns for a posh sourdough loaf.

Geordies, meanwhile, are the most likely to ditch the bread all together with 6% of those surveyed in Newcastle claiming to squash their patties between lettuce leaves.

And when it comes to the key ingredient, quality is a must, with almost one in five saying a burger must be made with 100% British and Irish Beef.

To celebrate the results, Rustlers launched a special pop-up burger bar in the heart of London’s Kings Cross this week to inspire foodies to get creative and elevate their burgers with fresh ingredients.

The brand enlisted “Gordon Ramsay”, famed for once charging £48.45 for a burger and fries, and “Ed Sheeran” lookalikes to the event, giving away hundreds of burgers to lucky commuters – all made with 100% British and Irish Beef.

Rebecca Simpkin, Senior Brand Manager at Rustlers UK, says: “We’ve always known that there’s been more than one way to boost a burger, but our study has revealed more division – and varieties of popular toppings – than we ever imagined. The good news is that there really is no right or wrong way to boost your burger. Whether it’s with a simple tomato and lettuce, or kimchi and pineapple, just do it how you like.”

THE UK’S TOP TEN WAYS TO BOOST A BURGER

1. Onion Rings
2. Fried Eggs
3. Pickles
4. Avocado
5. Pineapple
6. Guacamole
7. Hummus
8. Pesto
9. Beetroot
10. Olives

[1] Censuswide representative poll of 2,014 UK adults, 3^rd June 2024