SOW YOUR OWN SLICE • GINSTERS

With nearly half of Brits admitting to having poor knowledge of how the veg they eat is grown, but 70% of wanting to know more about the process, we helped Ginsters launch a 'Sow Your Own Slice' service that gave consumers the opportunity to have potato and onion plants sown on their behalf at Hay Farm, the very farm which supplies local vegetables for every Ginsters slice. Once grown, and after receiving updates along the way, the vegetables will be harvested and then handmade into delicious slices before arriving to them in a personalised pack later this year. To date, 20 pieces have been secured across national, consumer and regional media, with an OTS of 42.2 million. The sentiment around the launch in earned media was 100 per cent positive, with key messaging cutting through 90 per cent of coverage.