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 ingredients 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.

We searched high and low for Merryn and looked at both authentic Cornish farmers and actors for this role as she needed to be completely buyable as a real person. We hosted rounds of auditions where we just did improv to see who was the best at talking on the spot about their potato shrine and that's when we found Lauren. An actress yes, but a woman I completely believed and just needed to keep seeing more of.

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.