Ginsters has invested a further £4m in bringing back its ‘Taste The Effort’ campaign, with a new TV ad featuring its Cornish farmer character Merryn.
The Samworth Brothers-owned brand first launched the creative in September 2023, also backed by a £4m budget. Ginsters claimed that every £1 it spent on media has a halo impact on the savoury pastry category, generating £2.75 of category sales [Kite media mix modelling, 2024].
Building on the success of its previous campaign, the new creative is expected to reach 97% of UK adults more than 13 times across TV, video on demand, YouTube, radio, social, and shopper marketing. It aims to continue highlighting the dedication and care that Ginsters puts into making its products, using only British ingredients including 100% British beef and locally sourced vegetables.
Joining the humourous new TV ad, which launched last week and runs until the end of May, is a suite of social-first assets created to drive engagement across digital channels.
The original ‘Taste The Effort’ campaign was said to have driven increased brand relevance and recruited over 123k more households year-on-year over the three months while on air, according to campaign performance data from Kantar (November 2023 to March 2025). In addition, more people were said to believe that Ginsters products are tasty and made with the best ingredients.
“Our Taste the Effort brand platform has done a fundamental job to drive reappraisal for Ginsters, putting the brand firmly in the hearts of the nation,” commented Sarah Babb, Ginsters marketing director. “Our media activity also helps to increase relevance for the category as a whole by driving top of mind awareness for savoury pastry.”
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