Ginsters is Britain's number one pasty. Years of growth through roadside convenience outlets left it associated with poor quality perceptions. A commercial growth driver was now its brand’s achilles heel. To take commercial growth to the next level, Ginsters needed to move from on-the -go to in-home meals. And to do that, we had to shake their poor quality perceptions.

Ginsters associations were ones of quick fuel, filled with crap, eaten by men in white vans. This was an injustice, as Ginsters is a family owned Cornish business that sources all its vegetables from local Cornish farms. Ginsters are committed to quality in everything they do, from growing of the veg, to 100% British beef and a quality craftsmanship process.

Our brief was to grow stronger quality perceptions for Ginsters. In doing so, we would unlock long term penetration and sales for the brand.

Inside a farmhouse, MERRYN - a farmer, tells us that people say she’s obsessed with vegetables.

Next, in a field, we see she’s dressed as a scarecrow protecting her onions. She tells us she just calls it dedication.

In the farmhouse office, she interviews a worm sat across the desk from her - asking what it can bring to her soil.

In a field, Merryn strains to pull an impossibly giant plough herself. It’s clearly meant for a tractor.

In bed at night, Merryn speaks soothingly into a baby monitor. Cutting outside, we hear her voice blaring out across rows of growing onions.

Finally, in the farmyard she says an emotional farewell to her vegetables as they leave in the truck for Ginsters HQ. But as a finished Ginsters pasty is thrust into her hands, she bites in, and irreverently seems to forget her worries all of a sudden.

Our online video delivered engagement figures were well above the norm. Brand communications awareness was 46 vs. the norm of 42, remembered reach was 45 vs. a norm of 15 and branded memorability a 21 vs. a norm of 15.

Source: Client Data, Nov ‘23