Ginsters, the UK’s favourite pasty maker, is treating the nation to sea air and a taste of the Cornish lifestyle in a brand-new £1million+ TV ad campaign – the first in over five years.
Featuring a vegetable farmer as he delivers potatoes sourced from Cornwall and goes from field to bakery to surf, the prime-time, 30 second ad champions the quality of Ginsters’ ingredients while capturing the ruggedness of Cornwall and the deliciousness of Ginsters’ products. It was inspired by Ginsters’ heritage and stars the hero of the Ginsters range, the Cornish Pasty.
A shorter, 10 second edition of the ad also features the much-loved Ginsters Vegan Moroccan Vegetable Pasty and Ginsters Frozen Cornish Pasties.
Developed by award-winning creative agency Red Brick Road and directed by Joanna Bailey with Snapper Films, the ad was filmed around Ginsters’ Cornish bakery in Callington and at various locations along the coast of Cornwall. It will roll out across TV channels, including the ITV network, Channel 5 and Sky, in a month-long campaign from 1stOctober and will reach 18.3 million households. 68% of adults are expected to see the advert at least once.Kieran Hemsworth, Ginsters’ Managing Director, comments: “It’s exciting to be back on TV screens for the first time in over five years so we wanted to return with a big impact. Cornwall is our heritage, our inspiration; the advert is a celebration of that inextricable link and evokes the joy of biting into a freshly baked Ginsters Cornish Pasty whether you’re coming in from the surf with wet hair and salty skin or at home enjoying a working lunch.
“As we continue to support the Cornish economy and local communities during these challenging times, we hope the ad campaign will deliver positive exposure for Cornwall and showcase the quality for which we are so proud.”
Red Brick Road’s Executive Creative Director, Richard Megson, adds: “We were struck when we visited the bakery and the farms by everyone’s enthusiasm and expertise. How all their endeavours went into making their pasties. We believe we’ve captured this in a beautiful film that paints a vivid picture of how Ginsters make their produce, and how people enjoy them.” The TV campaign marks the next step for Ginsters which for the last five years has enjoyed solid growth. As part of this the savoury pastry brand has expanded its range to include vegan recipes and in the last year has grown +7.9% year-on-year with sales of over £106m
Source: Red Brick Road