Taste the Effort

Famous Cornish pastry brand, Ginsters, was suffering from being largely unsupported in comms for a number of years, with consumers knowing it - but for all the wrong reasons. We were tasked with helping drive penetration for Ginsters products by delivering an integrated relaunch that would cause brand reappraisal and recruit new buyers. We crafted the creative platform ‘Taste the Effort’; a rich device allowing us to tell our farming story in a fun and subtle way, heroing the quality of Ginsters ingredients and the care that goes into producing each pasty, bake, roll and slice on the shelf. Taste the Effort was brought to life by a female farmer character called Merryn, who is inspired by the dedication of the local farmers they work with to supply Ginsters veg and dramatised their effort in a light-hearted way. Through the ‘Taste the Effort’ campaign, which saw all channels pulling in the same direction and delivering the same message in a truly integrated way, we were simply able to communicate Ginsters’ connection to British farming, and the dedication the brand puts into each of its pastry products, cuing quality and taste. What’s more, it delivered the message with a sense of humour that differentiated Ginsters from a sea of brands with the same ‘worth paying more for’ challenge. This not only allowed us to turn a tide of negative perception into net positive, but also converted it into real world action (sales).