Savoury Pastry Category leaders, Ginsters, is launching a brand-new ‘Taste the Effort’ brand campaign – investing a huge £4million on TV, OOH, social, PR and shopper marketing with an OTS of x11.
The new campaign represents the brand’s biggest and most ambitious spend to date, reaching 90% of all UK households and 98% of Ginsters’ target audience, landing powerful messages about Ginsters’ dedication to making deliciously tasty, high-quality products.
‘Taste the Effort’ aims to shine a spotlight on the dedication and care that goes into making Ginsters’ delicious savoury pastry range. The campaign specifically highlights the high-quality British and local ingredients that go into all Ginsters’ products, told through an entertaining character and champion for the brand.
‘Taste the Effort’ will launch with an exciting new TVC on Friday 6th October, on air until w.c. 20th November, telling the story of ‘Merryn’ a local Cornish farmer, who goes above and beyond with the effort she puts into growing the highest quality vegetables for Ginsters’ delicious and iconic pasties.
Through Merryn, Ginsters aims to tell their brand stories in a highly engaging and entertaining way. Seen in a farm setting, Merryn will humanise the Ginsters brand, using humour to connect with audiences up and down the country and creating cut through versus other ‘farm to fork’ stories.
The new ‘Taste the Effort’ campaign is landing in market shortly after the recent launch of Ginsters’ new identity and pack design, working in harmony to communicate the company’s rich heritage and dedication to quality. Available in store now across the whole Ginsters product portfolio, this significant investment will bring excitement to the category, driving deeper education about provenance and ingredients and highlighting Ginsters’ use of 100% British meat and locally sourced veg.
Emma Stowers, Ginsters Marketing Director, commented: “We are really excited to launch our new ‘Taste the Effort’ campaign. This significant investment in our new brand platform and brand identity will bring excitement to the category and dial up a strong association with the quality and delicious taste of our products.”