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Creative Brand Strategy Ginsters

TBWA\London’s Ginsters debut sees hearty outdoor pasty push


By John Glenday | Reporter

May 18, 2022 | 2 min read

TBWA\London’s first work for Ginsters since winning the account has dropped, delivering comforting depictions of stuffed cornish pasties to cold city streets.


The campaign positions the hearty pasty as a cozy reward

The out-of-home (OOH) campaign was shot by Adam Hinton to celebrate the working lunch of choice for the coal miners, farmers and fishermen of yesteryear, with today’s status being an on-the-go comfort food.

Championing a cyclist on a tasty refuelling stop and a brave wetsuit-clad swimmer warming herself up after a frigid soak off the Cornish coast, the campaign positions the hearty pasty as a welcome reward for hard work with the strapline: ‘Ginsters. From A Land Where Comfort Matters.’

Emma Stowers, marketing director at Ginsters, said: “Our Cornish Pasty is the jewel in the Ginsters crown, steeped in rich history and tradition. Through this work, we wanted to bring to life the comforting warm hug our pasties provide after a day outdoors in the elements. There’s nothing quite like the taste of warm buttery pastry combined with deliciously rich British beef, potato, onion, swede and of course our famous peppery seasoning to bring a smile to your face.”

Dovetailing with the central outdoors component of the campaign is a series of complementary radio and digital activations, in addition to a re-edit of prior account incumbent Red Brick Road’s work.

Creative Brand Strategy Ginsters

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