The ‘Farmonic’ Orchestra

Only star-quality veg goes into Ginsters products. So, to make Ginsters famous for great quality food, we put its vegetables where stars belong – on stage in London’s West End.

Enter The Ginsters ‘Farmonic’ Orchestra. We partnered with the London Vegetable Orchestra (yes, they exist) to put on the FIRST EVER West End Musical centred around vegetables, giving Ginsters veg its time in the spotlight, treading the same boards as Britain’s national treasures – like Sir Ian McKellen and Dame Judi Dench.

Created from scratch with comedy writers behind Peep Show and other British comedy icons, the hilarious one-hour musical entertained audiences with show-stopping West End anthems, classical tunes, and pop hits.

It featured the London Vegetable Orchestra – the capital’s only ‘home-grown’ ensemble – famed for making music with instruments made entirely from vegetables, including courgettes, peppers, squash, and carrots. For the first time, these classically trained musicians played instruments featuring potatoes and swedes, which alongside onions are the only vegetables in a proper Cornish Pasty.

Tickets cost just £1.99 – the price of a Ginsters Cornish Pasty – with all proceeds going to the Trussell Trust. To amplify the launch, we captured photo and video content for media, designed a show poster for social and digital promotion, and hosted a media/influencer preview with nearly 50 attendees.