Savoury pastry brand Ginsters is launching its new ‘Taste The Effort’ brand campaign – investing £4m on TV, OOH, social, PR and shopper marketing with an OTS of x11.
The new campaign represents the brand’s biggest spend to date, reaching 90% of all UK households and 98% of Ginsters’ target audience.
‘Taste the Effort’ aims to shine a spotlight on the dedication and care that goes into making Ginsters’ savoury pastry range. The campaign specifically highlights the high-quality British and local ingredients that go into all Ginsters’ products, told through an entertaining character and champion for the brand.
‘Taste the Effort’ will launch with a new TVC on Friday 6 October, on air until w/c 20 November, telling the story of ‘Merryn’ a local Cornish farmer, who goes above and beyond with the effort she puts into growing the highest quality vegetables for Ginsters’ pasties.
The new ‘Taste The Effort’ campaign comes after the recent launch of Ginsters’ new identity and pack design, aimed at communicating the company’s rich heritage and dedication to quality.
Emma Stowers, Ginsters Marketing Director, commented: “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.”
