Ginsters has revived its ‘Taste the Effort’ platform with a further £4m investment, aiming to reach 97% of UK adults more than 13 times across TV, video on demand, YouTube, radio, social and shopper channels.
Activity begins on February 9 across social, with a new TV ad launching on February 13 and running until the end of May.
Showcasing the brand’s Original Cornish Pasty, the humorous new ad once again centres on the brand’s ‘Merryn’ character, who explains how her farm is improving production – from beefed‑up security with two nightclub bouncers to a state‑of‑the‑art alarm clock – a cockerel.
Ginsters said the returning platform has strengthened relevance since its 2023 debut, with recent iterations designed to broaden reach and drive engagement through social‑first assets alongside the TV spot.
