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Brazen ropes in Danielle Lloyd for 'Rustlers to the Rescue' campaign | Print |  Email to a friend
Thursday, 20 March 2008
Manchester’s Brazen PR, which only last week signed up Kim Wilde for Magnet Kitchens, has now launched a new initiative for microwave burger brand Rustlers, starring ex-Big Brother contestant Danielle Lloyd.
Manchester’s Brazen PR, which only last week signed up Kim Wilde for Magnet Kitchens, has now launched a new initiative for microwave burger brand Rustlers, starring ex-Big Brother contestant Danielle Lloyd.

Lloyd, also known as a model, ex-consort of Teddy Sheringham and all round ‘it’ girl, is the face of a new campaign that aims to rescue revellers after they’ve had a night out on the town.

Brazen’s big idea is to get town and city dwellers to vote via a special website – www.rustlerstotherescue.com - if they experience the usual post-night out problems of failing to get taxi cabs and having to resort to eating dodgy takeaway food.

The place that gets most votes will be deemed the one that most needs Rustlers to ‘come to the rescue’.

This will be facilitated by a fleet of specially branded taxi cabs turning up in the winning town to whisk partiers home, while feeding the waiting taxi queue throngs with a selection of Rustlers products.

Lloyd, described in a press release as a ‘socialite’, is expected to play some part in the taxi cab stunt and was quoted as saying:

Image
... to the rescue
“I love nothing more than a good night out with the girls but it’s often ruined by the nightmare of getting home, especially when you’re hungry and want something quick to satisfy you! (Well, Teddy was a demon in the box… sorry, Ed)

She continued: “Taxi queues are one of the great British bugbears and I’m sure everyone has wished someone would rescue them and fast forward them to their beds, which is why I love Rustlers To The Rescue.

“I can’t wait to see the looks on people’s faces when a fleet of taxis turns up to take them home! And free food is guaranteed to go down well – so get voting!”

A Rustlers spokesperson added: “Rustlers To The Rescue is a campaign designed to save the public from the dreaded journey home that can sometime spoil a great night out.

“We know our fans want to grab some grub and get to bed after clubbing so we’ll be lending a hand, with the help of Danielle.”

www.rustlerstotherescue.com

www.brazenpr.com

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  Comments (32)
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 1 By Shannon Wilson, on 20-03-2008 16:09
A romantic, moon-lit taxi ride with beloved British national sweetheart Danielle Lloyd, followed by an intimate, delicious late night meal, enriched by her lovely, soothing voice in stimulating conversation? Yes, yes, yessssss....
 2 By Amnesiac, on 20-03-2008 16:09
"Lloyd, also known as a model, ex-consort of Teddy Sheringham and all round ‘it’ girl." 
 
Funny how people have forgotten she was also the girl who told an Indian woman to "F*** off home" in front of millions of TV viewers.  
 
I suppose the demographic for this vile-sounding product wouldn't care either way.
 3 By Patty O'Heeter, on 21-03-2008 06:18
Surely another How-Do typo...shouldn't it read "And free food is guaranteed to go down well – so get vomiting..."?
 4 By BC, on 21-03-2008 10:35
With you Shannon? Or are you just being ironic?
 5 By Rob Artisan website, on 21-03-2008 10:54
Rick, 
 
you can do better than her! 
 
Can't you use Kim after she has done with Magnet, she is still more attractive in every way? 
 
Rob
 6 By Mike, on 22-03-2008 11:24
Shame on Brazen for employing Danielle Lloyd! Could you really not find anyone else? 
 
And, I'd rather eat the dodgiest dog meat kebab than that trash.
 7 By Christian, on 24-03-2008 09:55
For God's sake... she's right for the target audience and this stunt will generate a skip load of publicity for the brand. Just the fact that's it's getting you talking demonstrates that. 
 
And as for using Kim Wilde for Rustlers - are you talking about using her for the marketing or actually for the burgers themselves?
 8 By Rob Artisan website, on 24-03-2008 15:34
Christian, 
 
I have a feeling that Kim Wilde would taste better in the burgers; at least you would know where they got the main ingredient 
 
Rob
 9 By Tony Murray, on 24-03-2008 23:44
I wonder if Kim would be up for a blind tasting...
 10 By A Treat, on 25-03-2008 10:58
Microwave Burgers? So presumambly no more roastings for Danielle then?
 11 By Emma T, on 25-03-2008 12:06
Christian: You seem to think people are talking about this because it’s such a brilliant campaign. In reality, it’s because you’ve hired an unspeakably skanky woman to market a skanky product to skanky people.
 12 By Charlie Daily, on 25-03-2008 14:28
Yes Emma but the Chav Pound is worth as much as any other pound. And they breed.... 
 
Scratch card anyone?
 13 By Ooo get you!, on 27-03-2008 08:01
Look on the bright side, though. The average IQ at Brazen has just gone up by a couple of points!
 14 By Rick Guttridge website, on 27-03-2008 17:16
Looks like little old Danielle has got a few of you hot under the collar! 
 
Just for the record, Christian doesn't work for Brazen but at least he gets the activity and who it is targeted at. Media coverage so far in the Sun, Star and Zoo to name a few, are already showing its impact in print media with the numbers of votes on the web also above expectation. 
 
Rustlers are not for everyone and never will be but everyone concerned with the brand and the product accepts that. However thousands of people do like and buy it. 
 
At least have the balls to use your name if you want to have a pop at the campaign. Oh and 'Ooo get you!' well done on placing the bitchiest comment of the day. Perhaps come and meet us before sharpening your claws at our expense - you may just find we're a little smarter than you suggest!
 15 By Jodie Marsh... haha, on 27-03-2008 21:51
Rick, shouldn't you be filing your nails, pole dancing and being hen-pecked by the powers that be rather than defending your lame campaign? Get back to work!
 16 By Rick website, on 28-03-2008 09:25
Jodie, yawn yawn! ;)
 17 By M Clarke, on 28-03-2008 12:47
And the negative comments, no doubt from less successful and more bitchy PR's, come rollling in against Brazen. How very predictable - change the record it is becoming really boring for the rest of us! 
 
As for Jodie Marsh I'm assuming you were in fact Brazen's pole dancer given your self appointed nick name, either that or your parents have really sold you down the river with that name - either way how embarrassing for you Jodie...
 18 By Mike, on 30-03-2008 16:24
Excuse me, M Clarke and Rick; I have absolutely no connection with, or axe to grind with, the marketing industry. I just believe the media, as a whole, should attempt to have some responsibility with the people they choose work with.  
 
I know you’ll think ‘Oh just lighten up!’ but I strongly doubt you’ve been on the sharp end of racist abuse or were affected by slogans like ‘P*KI/N***ER go home’ daubed on urban walls.  
 
The fact an ignorant bigot like Danielle Lloyd can find lucrative work with The Star and Brazen speaks volumes about the present and future of British society; Xenophobia is more or less acceptable again now. It’s very sad.
 19 By Anyone remember Jade Goody?, on 30-03-2008 18:52
Indeed, at least people like Jodie Marsh and 'Jordan' are involved in charity work. What has Danielle Lloyd contributed to the world? I agree with Mike and 'Jodie', Brazen are really helping the lowest common denominator here - and just because people might like crap microwavable food and like reading trashy mags - it doesn't mean they are racist thugs. I think Rick should stop posting defensive messages on here and have a long think about who he does business with. Danielle Lloyd was a disgusting example of an ignorant and bigotted young woman. Do we really need to be providing her with work?! 
Think about it....
 20 By James Westhead, on 31-03-2008 09:38
What Brazen is doing is way worse than The Star newspaper and Zoo magazine. The Star and Zoo hire Danielle Lloyd to just get her breasts out.  
 
Brazen are actually giving her a platform. They are effectively saying people (ie the target audience) should aspire to her tastes, beliefs and lifestyle.  
 
Seeing her true colours on Celebrity Big Brother, M Clark/Rick, do you think her views and tastes are worthy of being aspired to? 
 
If you do, you guys have very dubious views. If you truly don't think she's worthy of being an aspirational figure, you're completely patronising you're target audience.  
 
M Clark/Rick, is any of this sinking in? 
 
These D-list slappers are 10-a-penny. Why did you choose a proven racist?
 21 By Charlie Daily, on 31-03-2008 09:43
Sorry James you are Wrong. 
 
What they are trying to do is sell burgers.
 22 By James Westhead, on 31-03-2008 10:10
Charlie Daily, it’s odd you see this industry in such shallow, black and white terms. Yes, dollars and cents is the end goal, but the fact she engenders such bad feeling would make most sane people steer clear of her. 
 
She came quite cheap for a reason. Getting your knockers out for lad’s mags is one thing, but few products (or agencies) would want to be associated with her.
 23 By Charlie Daily, on 31-03-2008 10:37
Like Kate Moss, Amy Winehouse or Naomi Campbell presumably? 
 
Who gets to set the bar for good taste or feeling? You? Celebrity sluts druggies and abusers all have their price and PR value. 
 
Cheap? Maybe, Brazen would say good value for money.  
 
Ultimately it will boil down to Burgers Sold v Money spent.
 24 By James Westhead, on 31-03-2008 11:38
I don’t want to labour this, but are you really comparing global style icons like Naomi Campbell, Kate Moss and Amy Winehouse to Danielle Lloyd?  
 
Do you not think racially abusing someone on TV is a good enough indicator of the good-taste bar? Danielle Lloyd (like Jade Goody) is damaged goods and you do any product (however grim) a disservice by associating with her.
 25 By ab, on 01-04-2008 09:58
danielle didnt actually racially abuse anyone james. at worst she was guilty of following an imbecile like jade goody
 26 By Emma T, on 01-04-2008 10:38
“She wants to be white” 
 
“I think she should fuck off home. She can't even speak English properly anyway.” 
 
“They eat with their hands in India, don't they - or is that China? You don't know where her hands have been.” 
 
A few choice quotes from the luvverly Miss Lloyd. 
 
Ofcom, Carphone Warehouse, Rocawear (and every other product Lloyd was connected to) thought her comments were a bit more than ‘following an imbecile’.
 27 By Charlie Daily, on 01-04-2008 11:03
Global style icons? Just druggies to me. But hey if they can sell some frocks sod good taste... 
 
You're point was?
 28 By ab, on 01-04-2008 11:37
but emma 
 
is that racism or is it not being intelligent? 
 
i am sure there are times when we have all been bitchy. hers was just captured on TV in front of millions of people 
 
btw carphone warehouse pulled out due to bullying not racism
 29 By James Westhead, on 01-04-2008 12:24
It’s more racial abuse than racism.  
 
If I was a product manager and a PR agency came to me suggesting we use someone as divisive, controversial and potentially toxic as Danielle Lloyd to promote any of my products, I’d tell them where to go!  
 
I know a lot of journos would also pass on this story because of her involvement. 
 
If Brazen and Rustlers feel comfortable working with her, then good luck to them.
 30 By ab, on 01-04-2008 14:49
its not racial abuse at all. its bullying at worst 
 
so rustlers whose target audience is mainly football loving, glamour girl ogling 18-35 men choose an ex beauty queen who ta\kes her top off and goes out with footballers to front their campaign and you 'would tell them where to go'?????????? 
 
genius
 31 By Charlie Daily, on 01-04-2008 15:57
No James you wouldn't.
 32 By Foolish, on 22-10-2009 14:48
Ummmm what happened to this campaign? I was researching Rustlers for an article on why they're failing, and I picked up on the launch of this campaign, but I can't find anything on which city they picked, and what happened with the fleet of taxis? 
 
Seems like Brazen aren't a very effective PR company. Anyone can get coverage by strapping some boobs onto a brand, but it didn't seem to generate any real demographic-orientated results.

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