The brand is parodying some of the most enduring images used by the Labour and Conservative parties during and in the run-up to the current General Election campaign, including Labour's depiction of Conservative leader Michael Howard and shadow chancellor Oliver Letwin, who are both Jewish, as a flying pigs.
Ginsters take on the posters includes a conversation between two flying pigs with the phrases, "can you smell bacon?" and "no, but I can smell bull" as well as the slogan, "pasties forward, not back to front or upside down".
One, mirroring Labour's warning about NHS cuts under the Tories states: "Warning: At election time all politicians talk ballots."
Another features the Conservative's handwritten manifesto cover design for a series of pasty related pledges, such as "more pasties" and "savoury dinners", as well as the slogan, "are you thinking what we're thinking, it's time for Ginsters".
The outdoor push is accompanied by a press campaign, involving 10 ads with spoof stories and all appearing exclusively in Metro nationally until October. All have sensational headlines but are accompanied by more realistic stories written by pasty eating journalists.
One has the headline, "Page 3 stunner's hot date with soccer ace", followed by a story, which says "they had a lovely meal, shared a bottle of house white, then went to the cinema to watch 'Meet the Fockers'. Both said they had a nice time."
The aim is to appeal to young urban office workers, seen by Ginsters as a new audience.
The creative has been handled by BBH, with media planning through Starcom Motive.
The campaign also includes a PR push featuring the results of a survey of 3,000 people, who listed politicians as the most dishonest profession. In an unintentional piece of irony, PRs are listed as the sixth most dishonest.
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