Rustlers are a range of burgers and hot sandwiches produced by Kepak Convenience Foods, based in Kirkham, Lancashire, England. The parent company, Kepak, is based in Dublin, Ireland. Each product in the range comes packed with a cardboard hot-plate and a sachet of sauce appropriate for the food. The Flame Grilled Quarter Pounder and "The Big One" are also available packaged with a slice of processed cheese. The focus of the marketing is on the short cooking time and the use of a microwave oven to reheat the food. The brand's slogan is "0 to Tasty in 70 Seconds".
Voice-overs for the adverts are provided by Steve Berry, a man known for his enthusiasm for motorcycles, which fits the brand's theme of speed in its marketing. A more obscure connection between Berry and Rustlers is that both originate in Lancashire.
In early 2007 controversy arose about a television advert in which a man uses a microwave-style keypad to remove a woman's clothing while she sits on a couch that rotates like a microwave oven's centre plate. The advert is intended to humorously emphasise the short cooking time of a Rustlers burger by applying the idea of "fast forwarding to the best parts of life" to a romantic situation. There were complaints that the advert could be seen as likening the woman to a piece of meat. A spokesman for the brand claimed that it was strictly tongue in cheek and "empowers women, as it is the woman in the ad who has decided to take her clothes off, not the man.
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Aug 17, 2003; Byline: Lynne Michelle Warning: eating this burger may make you addicted to junk food. It might sound far-fetched, but we may...