Ginsters - From glove box to lunch box: how advertising helped unlock a new female audience for a real and honest pasty brand

Tim Jones, Anton Reyniers and Samuel Watts

Already a success with the ‘men on the move’ audience, Ginsters wished to spur further growth of their products through penetrating a new audience – mothers.

Ginsters – From glove box to lunch box: how advertising helped unlock a new female audience for a real and honest pasty brand

Principal Authors: Tim Jones and Anton Reyniers – BBH; Samuel Watts – Starcom

Contributing Author: Rufus Chuter – Starcom

INTRODUCTION

Ginsters Pasties are petrol station forecourt snacks, right? It’s not hard to see why the association is so strong. Ginsters was born to serve ‘men on the move’, and its dedication to this audience saw the brand dominate the forecourt and reach iconic status amongst motorists. The brand’s natural home was the car glove box, accompanying the...

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