Category-leading savoury pastry brand Ginsters has thrown another £4m behind its ‘Taste the Effort’ campaign.
A new TV ad, premiering on 13 February, sees the return of Merryn the farmer, who starred in previous iterations of the campaign, which first aired in 2023.
It depicts her proudly demonstrating the changes she’s made on her farm to continue producing the highest-quality ingredients for Ginsters.
Alongside the TV ad, Ginsters has created a suite of social assets, which will go live on 9 February. The campaign, which is projected to reach 97% of UK adults more than 13 times, will also include radio ads and shopper marketing.
Ginsters claimed it recruited over 123k more households year on year while it was on air for three months in the first half of 2025, compared with the previous year.
“Our Taste the Effort brand platform has done a fundamental job to drive reappraisal for Ginsters, putting the brand firmly in the hearts of the nation,” said Ginsters marketing director Sarah Babb.
“Like Merryn, we’re always building on our successes, and this new creative allows us to continue to tell the nation how great our Cornish pasties are in an engaging and humorous way with more exciting stories from the farm.”
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