Agency: Grey London
Ginsters, the savoury pastry brand, is launching a £6.5m marketing campaign to raise brand awareness – its biggest brand push to date.
The ‘Man Plea’ campaign, created by Grey London, aims to promote Ginsters products as a tasty meal – oven baked and eaten at home – while also reiterating the brand’s ongoing “properly filled with quality local ingredients” messaging. Supported with TV advertising, the marketing investment for Man Plea demonstrates Ginsters’ commitment to driving new growth in the savoury pastries category.
The new ads, which launched on February 19, feature a lone male looking straight at the camera and addressing the female in their life with a heartfelt plea. The four amusing executions initially give the impression that a life changing discussion will take place, with one beginning “we need to talk...”, before the camera pans out to reveal that the male is holding a Ginsters product. He then goes on to explain the wholesome, healthy ingredients and makes his ‘plea’, begging for a Ginsters to be served as part of the evening meal at home. For example, one script reads: “I want to eat these at home, with you...and some minted peas.” The ads close with a serving suggestion shot of a Ginsters pasty on a plate with a side of salad or vegetables, and the tagline ‘Ginsters, real honest food’.
The Man Plea campaign will also include online, in-store and outdoor advertising support. The outdoor work will target those commuting or travelling long journeys and feature men of different ages making their plea, such as “man cannot drive on crisps alone” and “I’m hours from home, seconds from happiness”. Ginsters branded point of sales will also help to raise visibility in-store whilst on-pack activity, including competitions, will increase awareness of the campaign and encourage consumer interaction.
The brand’s significant online presence will amplify the campaign and focus on the ‘Ginsters at home’ element, encouraging men to make ‘a plea’ to the woman in their life to include Ginsters as part of their main meal at home. The Ginsters quality local ingredients messaging will maintain presence throughout all online communication.
Andy Valentine, head of brand marketing for Ginsters, says: “We believe the [Man Plea campaign] is a strong platform for driving recognition of the versatility and quality of our savoury pastries. We’re confident that this new user friendly communication strategy will go a long way to drive growth of the Ginsters brand and the category as a whole. This is especially relevant at a time when people are looking for more convenient, good value meal solutions.”