Ginsters brings back Taste the Effort campaign

Britain’s pastry brand Ginsters is bringing back its Taste the Effort brand platform in 2026, supported by a £4 million media investment and the return of its farmer character Merryn.

The activity marks the next phase of the campaign for the savoury pastry brand, with a focus on reinforcing taste and quality credentials while extending reach among British shoppers.

Campaign investment and media reach

The campaign is set to reach 94 percent of UK adults an average of more than nine times across television, video on demand, YouTube, radio, social and shopper marketing. The creative continues to centre on Ginsters’ Original Cornish Pasty, highlighting moments of enjoyment alongside messages around product quality.

The latest television execution builds on the original Taste the Effort work launched in 2023. It focuses on the care taken in sourcing ingredients, including British beef and locally sourced vegetables, and the processes involved in producing Ginsters products.

Creative development and execution

Developed by TBWA\London, the new advert once again features Merryn, the brand’s farmer character. Set on the farm, the film shows her demonstrating the changes she has made to maintain ingredient quality, reflecting the brand’s emphasis on effort and attention to detail.

The spot was directed by Florence Poppy Deary and produced by Biscuit Filmworks UK.

Since the launch of Taste the Effort in 2023, Ginsters has strengthened brand relevance and association with family consumption. In the first half of 2025, the brand recruited more than 123,000 additional households year on year during the three months the campaign was on air.

The brand has also recorded increases in branded memorability, remembered reach and key effectiveness metrics, alongside growth in perceptions of taste and ingredient quality.

Social and launch timings

Alongside the television creative, a suite of social-first assets has been developed to support engagement across digital channels. The social activity launches on February 9, with the television advert airing from February 13 through to the end of May.

Sarah Babb, marketing director, Ginsters: "Our Taste the Effort brand platform has done a fundamental job to drive reappraisal for Ginsters, putting the brand firmly in the hearts of the nation. Like Merryn, we’re always building on our successes, and this creative allows us to continue to show how our Cornish pasties are made in an engaging and humorous way."

Agency perspective on the campaign

Lauren Coates, creative director, TBWA\London: "All the great grafters of our time have one thing in common – they never stop tinkering. Merryn’s no different. This year, we’re back on her farm to discover what she’s changed and improved in the name of tastier pasties, with more effort poured into flavour."

www.ginsters.co.uk

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