Ginsters is planning a further £4m investment in its ‘Taste the Effort’ campaign after it “outperformed all expectations”, according to the supplier.

The campaign, which launched in August 2023 alongside the brand’s new identity, contributed to Ginsters recruiting more than half a million new households in the last quarter of 2023.

This has helped cement Ginsters’ position in the savoury pastry category, with a 50% market share driven by a 51% increase in volume sales.

Ginsters to launch NPD trio based on growing trends

To continue building on this growth, the ‘Taste the Effort’ campaign returns on 16 February across TV, radio, social media and shopper marketing.

The supplier estimates that the campaign will reach more than 93% of UK households in 2024.

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