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Thursday, April 18, 2024

Ginsters invests £4m in new ‘Taste The Effort’ campaign

Savoury pastry category leaders Ginsters has invested £4 million on a new ‘Taste The Effort’ commercial campaign.

It represents the brand’s biggest and most ambitious spend to date, reaching 90 percent of all UK households and 98 percent of Ginsters’ target audience, landing powerful messages about Ginsters’ commitment to making deliciously tasty, high-quality products.

‘Taste the Effort’ aims to shine a spotlight on the dedication and care that goes into making the brand’s delicious savoury pastry range. The campaign specifically highlights the high-quality British and local ingredients that go into Ginsters’ products, told through an entertaining character and champion for the brand.

‘Taste the Effort’ launches with an exciting TVC on Friday 6th October. On air until the week commencing 20th November, it tells the story of ‘Merryn’ a quirky, 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 (above), 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 follows the recent launch of Ginsters’ new identity and pack design, driving deeper education about provenance and ingredients and highlighting Ginsters’ use of 100 percent British meat and locally sourced veg.

Emma Stowers, Ginsters Marketing Director, said: “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.”

Click here to view the new TVC.

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