Grey London wins Ginsters business

Ginsters has appointed Grey London to its £2m advertising business for the Cornnwall-based pie and pastry company following a competitive pitch.

Incumbent Bartle Bogle Hegarty, which has handled the account since 1999, decided not to repitch.

Grey has been tasked to change the consumer perception of the brand, away from its laddish snack image. The brief was to widen the appeal of Ginsters to families and target mothers in particular.

The brand is remembered for its radio campaign “India, Italy Mexico” voiced by the comedian Justin Lee Collins. The campaign was created by BBH.

Linda Evans, sales and marketing director for Ginsters comments: “We are delighted to be working with Grey London. They demonstrated a deep and thorough understanding of the brand and category and developed a really strong creative vision that will take the Ginsters brand forward.”

Chris Hirst, CEO for Grey London comments: “As one of the nation’s favourite brands Ginsters has a great legacy and a rich creative past and we are very excited to be part of its future.”

This story first appeared on pitch and was updated by Marketing Week