Pasty maker Ginsters is returning to TV as part of a £1.3m campaign which introduces the brand’s new strapline: ‘Ginsters. From a land where comfort matters.’
It’s the company’s first campaign with creative agency TBWA\London and is part of Ginsters’ long-term vision to engage more people and ‘turn them into pasty lovers’. It’s designed to drive awareness and build an understanding of the brand’s provenance and quality credentials.
The campaign features Ginsters’ Cornish Pasties and the people who enjoy them, such as a wetsuit-clad sea swimmer or a cyclist on a coastal path.
“I’m excited for Ginsters to be back on screens up and down the country,” said marketing director Emma Stowers. “As we look forward, we want to find new ways to reacquaint the nation with the Ginsters brand. What better way than through demonstrating the great taste and warm comforting hug that a Ginsters Cornish Pasty can provide?
“We understand that as a brand, we need to establish a deeper relationship with UK consumers and continue to create a conscious preference for the Ginsters brand,” she added.
TBWA\London was appointed by the brand at the start of the year, and this marks the first campaign to go live since the start of the partnership. In addition to outdoor executions, the campaign features cinema and social activity created by TBWA\London, as well as a re-edit of a 30-second TV spot.
Central to the campaign is a selection of out-of-home posters shot by photographer Adam Hinton, which celebrate the Ginsters pasty as ‘well-earned comfort food at its finest’. The campaign was created by Dan Kenny and Duncan Brooks at TBWA\London, and media planning and buying was by the7stars.