Ginsters to spend further £4m on Taste The Effort campaign

Ginsters says it’s set to win the hearts of more British shoppers in 2026, with a new £4m investment to welcome back its award-winning Taste The Effort campaign - and beloved farmer character, Merryn.

It reports that for every £1 spent on Ginsters media there is a halo impact on the savoury pastry category which generates £2.75 of category sales.

The latest campaign will reach 97% of UK adults more than 13 times, across TV, Video on Demand (VOD), YouTube, radio, social and shopper marketing, Ginsters added.

Taste and quality messages are supercharged in even more entertaining moments throughout the creative, where Ginsters delicious Original Cornish Pasty is enjoyed.

Building on the success of the brand’s first Taste the Effort creative in 2023, the new TV ad highlights the dedication and care  Ginsters puts into making its products, using only British ingredients including 100% British Beef and locally sourced vegetables.

A suite of social media assets have also been created. The social campaign kicks off today (9 February), with the new advert launching on 13 February and running until the end of May.

Sarah Babb, marketing director, said: “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.

“Our media activity also helps to increase relevance for the category as a whole by driving top of mind awareness for savoury pastry. Like farmer 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!”

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