How Ginsters made us all ‘taste the effort’

THE WORK

This quirky ad by TBWA/London deals deftly with a hot potato for Ginsters – lingering consumer misconceptions about flaky product quality. So the brief was simple but not easy - reclaiming the brand as a craft-focused snackspert over 50 years in the baking.

Spud farmer Merryn makes an unlikely (but unforgettable) hero. Who better to help us finally ‘taste the effort’ packed into every product - and dig up unexpected delights from the farm interview trope? She dresses as a scarecrow. Soothes baby onions to sleep. Sheds tears for departing potatoes. And even drops a delicious line about a naughty-shaped veg award along the way. Funny, down to earth and obsessed with quality results, Merryn is Ginsters’ very own Mrs. Rotovator – tackling a tough task with fresh energy and deadpan delivery.

THE RESULTS

Balancing humour with authenticity is tricky. But Merryn’s charming brand character helps Ginsters nail the brief, and results confirm her emotional resonance with consumers. ‘Taste the Effort’ significantly uplifted value sales within the campaign’s first 12 weeks, welcoming over 1.5 million new households to the brand. And the campaign drove direct public feedback – fans actually called Ginsters to compliment its wholesome focus on British farming.