Sensational headlines arrested their attention before the reader realised that the act of eating a Ginsters pasty had compelled the journalist to acknowledge the humorously anti-climatic truth. Message became media and in that moment, both took the side of our consumer.

We had identified a unique moment when entertainment was sought. We didn’t just mimic newspaper editorial; we wrote the editorial they were looking out for. We delivered permissible advertising to an advertising resistant audience.

London represented a key office worker region: we increased brand awareness by +7.8% by end of 2005 (average +2% across all regions). Slogan attribution increased by +138% (average +31.6% across all regions). Sales and distribution saw significant growth in city centres, contributing to Ginsters’ most successful year ever.