TBWA\London kicks off 2022 with Ginsters pasty win


TBWA\London has been appointed by UK pasty giant Ginsters to handle its brand strategy and creative advertising account.

Ginsters, which is the market leader in savoury pastries and part of the Samworth Brothers food group, awarded the account to TBWA\London without a pitch, replacing incumbent Red Brick Road.

Ginsters brief

The multichannel brief, which includes TV and radio, social and digital, will focus on the existing Ginsters portfolio of pasties and slices as well as planned new product development.

Working with media agency the7stars, TBWA\London will be charged with overseeing the development of the pasty brand in 2022, building on its Cornish roots and heritage with a focus on bringing its creative messaging in line with modern attitudes.

Emma Stowers, Marketing Director, Ginsters, said: “We’re excited to embark on a new phase of brand growth in partnership with TBWA. 

“The savoury pastry category offers huge potential for the Ginsters brand and TBWA’s disruptive approach is perfectly positioned to support our ambitions. 

“They’re also a fantastic bunch of incredibly talented people and we can’t wait to start our journey together.”

Katie Jackson, COO, TBWA\London, said: “We are all about helping clients create disruptive growth in their market and that brief is never more pertinent than with a long-established brand such as Ginsters. 

“Working to reimagine the creative strategy of the leading brand in a hugely popular sector is an exciting prospect and I know the team are really fired up to get started.”