Ginsters is to launch a humorous new ad campaign with the aim of encouraging women to allow their partners to eat pies and savoury snacks at home.

Plugging £6.5m into a new brand and product innovation campaign, the West Country-based savouries manufacturer is hoping to broaden the eating occasion of its products – growing the mealtime occasion – as well as increasing its traditional heartland of male consumers.

The ‘man plea’ campaign launches with six different TV ads across terrestrial and satellite television from 19 February, featuring tag lines such as ‘Man cannot drive on crisps alone’ and ‘I’m a man, I have needs’.

The campaign aims to bring in one million new households to the brand, as well as reiterating to consumers that, although Ginsters’ products are great cold, they’re even better hot, said the firm.

In addition, Ginsters’ campaign includes a programme of product innovation, to be announced next month.

Head of brand marketing Andy Valentine said the growth of the pie and savoury snacks sector has started to slow, with the total category increasing by 1% (Nielsen Scantrack 52 week data to 25.12.10), and sales down in the impulse sector (-12.2%).

Valentine added that Ginsters was increasing spend on NPD by around 20% this year.

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