The humorous £6.5m 'Man Plea' campaign, by Grey London, features a lone male looking straight into the camera as he makes a heartfelt plea to what turns out to be a Ginsters product.
TV ads will be supported with online, in-store and outdoor activity. Roadside posters will target male drivers with lines such as "Man cannot drive on crisps alone," and, "I'm hours from home, seconds from happiness".
The campaign will continue to feature the brand's tagline "Ginsters, real honest food".
Andy Valentine, head of brand marketing for Ginsters, said: "We want consumers to appreciate just how great a Ginsters pasty or slice tastes hot from the oven, and can be eaten with accompaniments as part of a hot meal."
"The 'Man Plea' campaign will continue to promote the quality local ingredients that make up our products to help deliver the message about the convenience and taste of pastries as an evening meal solution."
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