Ginsters relaunched to appeal to younger shoppers

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Ginsters of Cornwall is raising the bar in the chilled savoury pastry and food-to-go category, as it reveals new packaging and an updated consumer proposition.

The new packaging, on-shelf from early July, includes a refreshed logo and a bold new design, created using a traditional wood carving technique. Each design tells the Ginsters provenance story with artwork that plays to the brand’s unique Cornish heritage.

“A Taste of Cornwall” is the new consumer facing proposition. First sight of the new iteration appeared on the brand perimeter LED boards at the EFL Play-Off Finals at Wembley Stadium over the May Bank Holiday weekend. This forms part of the brand’s continued category exclusive partnership with the English Football League. As shirt sponsors of Plymouth Argyle F.C., the team will see newly branded kit roll out from the start of the 2018 season.

A heavy-weight communications plan that heroes the unique care that Ginsters takes and continued commitment to sourcing British meat will underpin the wider roll out. This kicks off with a consumer experience on London’s South Bank in July, as Ginsters invites the public to a Taste of Cornwall, activated across social, PR and a foodie influencer campaign.

Ginsters managing director Kieran Hemsworth said: “We are incredibly proud of our Cornish heritage, our commitment to only using British meat, and our unique taste - all of which make up our award-winning pasties and slices. As category leaders we will pave the way for exciting product development and innovation, bringing new audiences into the aisle. We are driving the category by meeting consumer-demand for on-trend flavours and the latest consumer-lifestyle choices.”

Readers' comments (1)

  • I complaind last week regarding the lack of filling in my Ginsters pasty. Was told I will be compensated. One week passed & not heard anything or recieve compensation.

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