GINSTERS EXTENDS £4M CAMPAIGN WITH NEW TV AD

GINSTERS EXTENDS ‘TASTE THE EFFORT’ CAMPAIGN WITH £4M TV PUSH

Ginsters has announced a further £4m investment in marketing as it rolls out a new phase of its ‘Taste The Effort’ campaign, including a fresh TV advert designed to reinforce the brand’s Cornish heritage and quality credentials.

The latest activity builds on the original campaign launch in 2023 and signals continued confidence in above-the-line advertising to drive category growth. The new creative once again features the brand’s fictional Cornish farmer character, bringing humour and storytelling to the forefront while highlighting the care and effort that goes into producing its savoury pastry range.

The campaign will run across television, video-on-demand platforms, YouTube, radio, social media and in-store activations, with the aim of achieving broad national reach and high frequency. Alongside traditional broadcast channels, the brand is placing strong emphasis on social-first content to engage younger audiences and encourage digital interaction.

According to the company, previous waves of ‘Taste The Effort’ delivered measurable uplift in brand relevance and household penetration, with media modelling indicating a significant return on investment in the savoury pastry category. The renewed spend is intended not only to consolidate those gains but also to recruit new shoppers and strengthen top-of-mind awareness in a competitive fixture.

Marketing director Sarah Babb said the campaign platform has helped cement the brand’s position with consumers by celebrating provenance, flavour and the dedication behind each product. She added that the latest advert continues to champion the values that resonate most strongly with shoppers seeking reassurance on quality and origin.

The move reflects ongoing competition within the hot savoury and food-to-go sectors, where brands are increasingly using emotive storytelling and heritage cues to differentiate themselves. With inflationary pressures still shaping purchasing behaviour, sustained marketing investment remains a key lever for driving loyalty and category value growth.

For bakery manufacturers and retailers alike, the continued commitment to major media spend underlines the importance of brand building in maintaining share within the chilled savoury pastry aisle.