Bartle Bogle Hegarty has scooped the advertising account for
Ginsters, the Cornish company famous for its pasties, without a
pitch.
Ginsters plans to invest pounds 2 million in the brand, with a major
advertising push by BBH, accompanied by promotional activity from its
through-the-line partner, BBH Unlimited. The company spent pounds 1.1
million last year, according to MMS.
The most recent incumbent on the business was the Devon agency, Bray
Leino, although the last work - a 48-sheet poster campaign - was created
in-house in conjunction with Booth Lockett Makin, its media agency.
Ginsters most infamous advertising was a 1997 poster campaign which
featured a blonde, bare-bottomed tennis player saying: ’I used to stop
for new balls. Now, I only stop for Ginsters,’ and the endline: ’Don’t
stop for anything less.’
Steve Kershaw, the managing director of BBH Unlimited, said: ’Pasties
were the first fast food in this country and they’re incredibly
nutritious.
Our brief is to make the brand the hero. As Ginsters is a Cornish
company, it has every right to lead the Cornish pasty market.’
Mark Duddridge, the managing director of Ginsters, said: ’Over ten
years, the Ginsters brand has quadrupled its sales and become a market
leader.
We are committed to sustaining this level of success, and high-profile
advertising is a key element of our plans.
’We are convinced that BBH has the creative talent and strategic
approach needed to take on this challenge.’
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