TBWA\London’s quirky humour continues to light up pastry brand, Ginsters’ appeal. The new campaign builds on the success of the first Taste the Effort creative, highlighting the dedication and care that Ginsters puts into its products with delightful hyperbole and Ginsters’ much loved farmer, Merryn.
The 2026 campaign is backed by a £4m investment that will reach 94% of UK adults more than 9 times, across TV, Video on Demand (VOD), YouTube, Radio, Social and Shopper marketing. The entertaining spot’s perfectly poised humour was managed by director, Florence Poppy Deary, with production by Biscuit Filmworks UK.
Since launching Taste the Effort in 2023, Ginsters has driven increased brand relevance and is now even more strongly associated with Is a Brand for Me and My Family, which is significantly ahead of competitor brands in the category. In H1 2025, Ginsters recruited over 123k more households YoY over the three months while on air. In addition, executional branded memorability has increased by +10 points (+9 points above norms), Remembered Reach has increased +15 points(+24 points above norms), and Persuasion, Enjoyment and Involvement have also increased YoY, each year since launch. Key message takeout is also increasing, with more people believing that Ginsters products are tasty and use only the best quality ingredients.
The new TVC was prefaced by supported by social-first assets on February 9, with the commercial making its on air debut on February 13 and running until the end of May.
Sarah Babb, Ginsters marketing director, commented, “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 new creative allows us to continue to tell the nation how great our Cornish Pasties are in an engaging and humorous way with more exciting stories from the farm. We hope everyone loves this next instalment as much as we do.”
Lauren Coates, creative director, TBWA\London, added, “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, upgraded and improved in the name of even tastier pasties. Think scarier scarecrows, pampered cows, a new crew of farm hands and plenty of effort poured into flavour.”
Credits:
Client: Ginsters
Managing Director: Emma Stowers
Marketing Director: Sarah Babb
Insights Lead: Nic Keeley
Marketing Manager: Stephanie Allen
Senior Brand Manager: Carys Barriball
Creative Agency: TBWA\London
Chief Creative Officer: Andy Jex
Creative Director: Lauren Coates Creative: Dan Jones
Design Director: Aaron Moss
Planning Partner: Laura Kirkby-Jones
Planner: Bhrena Marino
Senior Producer: Megan Sutton
Business Lead: Max Phillips
Account Director: Sophie Perry
Account Manager: Alice Trotter
Media Agency: the7stars
Production Company: Biscuit Filmworks UK
Director: Florence Poppy Deary
Producer: Adam Oyejobi
Managing Director: Rupert Reynolds-Maclean
DOP: Mike Staniforth
Production Designer: Ollie Hogan
Casting Director: Lesley Beastall Casting
Stylist: Emily B Wilson
Hair & Make Up: Eve Coles
Editor: Adam Buckmaster @ Shift Post
Post-production: Coffee & TV
Grade: Electric Theatre Collective
Sound: Jack Hallett, Anthony Moore @ Factory Studios
Music: SixtyFour Music
