‘TASTE THE EFFORT’ • GINSTERS

Ginsters wanted to drive penetration by delivering an integrated relaunch that would cause brand reappraisal and recruit new buyers who perceived them as poor quality. As Cornish family heritage brand whose product recipes are crafted by real chefs, and made with fresh, quality ingredients that are sourced from and grown by local farmers we needed to communicate their provenance to shift perception. We crafted the creative platform ‘Taste the Effort’; brought to life by a female farmer character called Merryn designed to dramatise the effort that farmers across the country go to when growing Ginsters veg that could live across all channels. Merryn hit TV screens across the nation, all supported by pithy OOH iterations, and shopper marketing with a ‘Taste the Effort’ call to action. To drive impact in earned media we launched a tongue-in-cheek job ad for a Pasty Farmer role for someone to learn about the field-to-fork process which sees locally grown vegetables baked into delicious Cornish pasties.