The Real, honest food' campaign aims to emphasise the company's traditional heritage but with a humourous twist.
Posters, which hit forecourt sites next month before being rolled out elsewhere, feature quirky slogans, such as We buy locally. How lazy is that?' and Our products are filled to the brim, despite the memos from finance'. Radio ads focus on people who tell the truth when they eat a Ginsters product. Press ads will follow later in the year.
New pack designs, which say Cornish through and through' rather than Made in Cornwall' will be on shelves next week.
The company is also launching National Lunch Break Day on Friday (April 4) to encourage British workers to take a proper break during the day. It will be backed by a mobile phone text campaign and flyers distributed at London Underground stations.