A series of new television adverts for Ginsters are to launch on 12 February, in a bid to bring men back to the brand.

The savoury pastry and sandwich manufacturer has worked with M&C Saatchi to create two different adverts, called ‘The Joke’ and ‘The Return’, which will feature on terrestrial and satellite channels.

It will be the firm’s first brand-related television campaign, since its ‘Man Plea’ advertising between April and May 2012.

Linda Evans, sales and marketing director, Ginsters, said: “The campaign is designed to re-engage with our core male audience and celebrates those everyday heroic moments and unspoken acts that the men of Great Britain perform on a daily basis.

“The TV campaign is part of an overall £4m brand spend this year – our biggest ever – which encompasses national retail media, press, PR and social media.”