Cornwall-based pastry firm Ginsters has this week named Splendid as its retained consumer PR and social media agency at the outcome of a three-way competitive pitch process.
The London PR outfit will now be tasked with conceiving Ginsters’ over-arching consumer PR and social media strategy, alongside executing brand awareness-driving creative ideas to recruit new cohorts of customers.
Coupled with always-on PR and social media management, Splendid is also set to launch an integrated brand campaign this month to celebrate Ginsters’ ‘festive slice’, aiming to drive sales over the Christmas period.
“2023 is a big year for us and we’re delighted to be working with Splendid to step change our social and consumer PR Strategy and bring our compelling brand stories to more people than ever – everybody loves the comfort of warm savoury pastry!” Ginsters marketing director, Emma Stowers said.
“We have some great strengths as a brand with over 50 years of baking heritage, strong quality credentials and a passion for delivering great tasting pastry products. we have big ambitions to grow the brand and recruit new users into this delicious and great value category.
She continued: “The pitch that Splendid delivered was brilliant, their strategic thinking and clear understanding of our brand and category shone through, we were delighted with the energy and passion from the team and feel confident that they will make a huge impact in helping to elevate the brand through earned media and social.”
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Splendid will now work alongside TBWA and the7Stars to re-establish the regional powerhouse of the south-west in the minds of consumers nationwide in 2023.
Splendid Communications CEO, Alec Samways added: “Working with Ginsters feels like an alignment of the stars for Splendid. This is an iconic and authentic brand in search of a modern approach, mixing a focus on food quality with lots of fun, something we know all about!
“The client team is top class, having run an exemplary pitch process, being straight-talking and brimming with ambition. We’re so pleased they’ve placed their trust in Splendid to take them from a high visibility brand, thanks to excellent convenience distribution, to one that plays a meaningful role in the everyday food repertoire of the nation.
Concluding, he said: “We’ve done it countless times before, and we know we can do it again – we believe in the truly huge potential of the Ginsters brand … and after all… nobody knows pastry like Splendid.”
As part of the pitch process, Flock Creative has also been appointed to run Ginsters’ trade PR account, and will now look to revitalise the brand’s B2B communications strategy to supercharge its product portfolio in support of its ambitious business development plans.
