Ginsters ‘Taste the Effort’ campaign

A new multimedia campaign has been launched by Ginsters to share messages about its dedication to making high-quality savoury pastry products.

Backed by a £4m budget, the ‘Taste The Effort’ campaign represents the brand’s biggest marketing spend to date. It aims to reach 90% of UK households and 98% of Ginsters’ target audience via TV, OOH, social, PR and shopper marketing.

In line with the revamp of its packaging, which rolled out last month, the campaign specifically highlights the local ingredients that go into all Ginsters products, told through the story of brand champion and Cornish farmer ‘Merryn’.

With a heavy dose of humour, Merryn is seen to be going above and beyond in her efforts to grow vegetables for use in Ginsters’ range of pasties. She even talks to her veggies at night via walkie talkie, and appears emotional when they are getting carted away on a truck.

The advert is set to air on 6 October and runs until mid-November – you can watch a 30-second edit here:: 

Ginsters marketing director Emma Stowers said the brand was really excited to launch its 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,” Stowers commented.

Cornish Dairy Farmer Geoffrey Ginster established the company in 1967, when he was baking 24 pasties each day in an old egg-packing barn in Callington, near Plymouth. The firm was purchased by Samworth Brothers in 1977, and today produces millions of savoury pastries – including pasties, slices, bakes & sausage rolls – out of its bakery located in the same Cornish town on the edge of Dartmoor National Park.

Ginsters claims it now contributes around £43m per year to the UK economy including the local farming community in Cornwall and the South West, with only ingredients not typically cultivated domestically, such as spices, sourced from outside the UK. 

Earlier this month, Ginsters introduced three new products to its portfolio: the BBQ Hunters Chicken Slice, the Smoky Beef Chilli Pasty, and the Mexican Bean Bake.