Maja Pawinska Sims 14 Dec 2022 // 4:20PM GMT
LONDON — The UK’s largest pasty manufacturer, Ginsters, has appointed Splendid Communications as its retained consumer PR and social media agency, after a three-way competitive pitch.
The brand has also hired a new trade PR agency, Flock Creative, which is tasked with revitalising Ginsters’ B2B communications strategy. Both the consumer and trade accounts were previously held by Wild Card PR.
Splendid is tasked with devising the brand’s consumer PR and social media strategy, as well as executing creative ideas to entice new buyers to Ginsters, which was founded in 1957 by a Cornish dairy farmer.
Alongside TBWA and The7Stars, Splendid will be part of the cross-agency team tasked with refreshing the Ginsters brand in 2023. The PR agency’s first piece of work is an integrated campaign to promote the brand’s festive slice.
Ginsters marketing director Emma Stowers said: “We’re delighted to be working with Splendid to change our social and consumer PR strategy and bring our compelling brand stories to more people than ever. We have big ambitions to grow the brand and recruit new users into this delicious and great value category.
She added: “We’re excited to add a new dynamism to our B2B communications with Flock, who will work closely with Splendid to help deliver a more integrated approach and build a stronger presence for our brand.”
Splendid Communications CEO Alec Samways said: “This is an iconic and authentic brand in search of a modern approach, mixing a focus on food quality with lots of fun. We’re so pleased they’ve placed their trust in Splendid.”
Other recent food and drink wins for Splendid include Whitley Neill gin and tea brand Twinings. Its client roster also includes Tesco, Walkers, Burger King, Doritos, Dorset Cereals, Quaker Oats and Schwartz.
In September, the agency bought culture and entertainment PR specialist Riot Communications.