TBWA\London launches comfort-filled Ginsters campaign

TBWA\London creates its first work for savoury pasty brand Ginsters since the agency was first appointed

By Creative Salon

Central to the campaign is a selection of out-of-home posters shot by photographer Adam Hinton, which celebrate the Ginsters Cornish pasty as well-earned comfort food at its finest.

The campaign pays homage to the heart-warming and flavoursome Cornish pasty, originally designed as portable lunches for miners, fisherman and farmers braving the wild elements.

And to this day there are many who still take quiet comfort in a warm, generously-filled Ginsters Cornish pasty, which is now the nation’s favourite. Whether it’s a determined cyclist who has triumphed on a coast path in the driving wind or a wetsuit clad sea swimmer taking on the icy Cornish waves, a warm Ginsters Cornish pasty is the ultimate payoff for their exertions.

The work introduces the new 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.”

The campaign was created by Dan Kenny and Duncan Brooks. Media planning and buying was by the7stars.

As well as outdoor executions the campaign features radio and digital activity created by TBWA\London, as well as a re-edit of a 30 second TV spot created by Red Brick Road which previously handled the account.

Campaign Credits

Brand: Ginsters

Client: Ginsters

Chief Creative Officer: Andy Jex

Chief Operating Officer: Katie Jackson

Creative Director: Ben Brazier and Johnny Ruthven

Creatives: Dan Kenny and Duncan Brooks

Account Director: Alex Augustyn

Account Executive: Tabitha Clark

Head of Strategy: Marie Conley

Head of Production: Poppy Manning

Integrated Producer: Ben Etheridge

Designer: Aaron Janagal

Animator: Dan Ogunsanwo

Production company: Snapper Films

Director: Joanna Bailey

DoP: Martin Hill

Producer: Brock Van Der Bogarde

Editor: Sam Gunn @ The White House

Post Production: Black Kite Studios

Sound: Wave Studios

Music: Native Music

Photographer: Adam Hinton

Agent: Wyatt Clarke-Jones

Media Agency: The 7Stars


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