Building a global platform with local soul.
FROM FIELDS TO FAME
Ginsters wanted to spotlight its field-to-fork credentials and become a hero of homegrown. Our challenge was to drive curiosity and conversation around Ginsters provenance to generate a shift in taste and quality perceptions.
We leaned into Britain’s love of provenance and food storytelling, reframing pasties with pride.
We offered the public a chance to become a real-life ‘Pasty Farmer’ – a paid work experience on the Ginsters farm.
The idea supported ATL creative and was amplified through social and PR, driving consistent brand messaging.
We gave depth to the new brand world with a narrative that connected product, place and people.
