The ads, which kickstart a £4.5m marketing spend this year - double the 2006 budget - feature a young couple returning from a night out.
She sits on the sofa, still huddled in her coat, while he goes into the kitchen, puts a Rustlers burger into the microwave and sets the time for 70 seconds. The sofa then rotates and by the time the burger has heated up, the girl is dressed in her underwear and lying down provocatively.
The voiceover announces: 'If only everything was 0 to tasty in 70 seconds'. The campaign includes on-pack promotions, new merchandising, viral marketing and sampling of the seven-strong hot snack range.