NATIONAL SAUSAGE ROLL DAY • GINSTERS

We were tasked with driving awareness for Ginsters’ Sausage Roll as the #1 choice for taste and quality, ultimately to drive consideration. We used National Sausage Roll Day as the perfect hook, armed with the insight that 75% of the nation are united in their love for sausage rolls, but that they can’t agree on how to eat them.

Ginsters unveiled the varied sausage roll-eating habits of the nation from dipped in a cup of tea, slathered in jam or eaten with a knife and fork, the weird and wonderful results painted a picture of how Brits enjoy this national staple. The strangest combinations were shared on Ginsters social channels sparking community debate and conversation, driving reach and engagement.

Key message was it doesn’t matter how you eat a sausage roll - so long as it’s a Ginsters you’re tucking into. Our integrated approach delivered coverage from national, consumer and regional media, including The Sun, The i and Daily Star and an average engagement rate of 6.2%, surpassing industry standards.