Cornish pastry specialist Ginsters has brought together a group of men all named ‘Greg’ for what it is calling a “very special” taste test.
Crafted in celebration of National Sausage Roll Day, the campaign pokes fun at leading bakery chain Greggs’ famous sausage rolls, with the carefully assembled panel of Gregs all instead declaring their love for Ginsters’ own sausage pastries.
Crucially, 100% of the assembled panel of Gregs gave their seal of approval to Ginsters’ sausage rolls, praising them for their “perfect ‘meat to pastry’ ratio, perfectly seasoned filling, golden flaky pastry, and use of 100% British pork.”
“We’ve always known our sausage rolls are top‑tier – made with 100% British pork and our signature seasoning. But to hear it directly from a panel of independent experts named Greg? That’s the ultimate validation,” said Sarah Babb, marketing director at Ginsters.
“The nation has a love of sausage rolls, and we wanted to demonstrate in a playful way why we think our sausage roll is the tastiest. The people have spoken, or rather, the Gregs have spoken. If your name is Greg, or even if it isn’t, it’s time to taste the truth in the supermarket chiller aisle.”
The promotional push will be supported by out‑of‑home, print, social media and PR activity, in a bid to drive greater awareness of Ginsters’ sausage roll and its position as the number one branded single roll in retail.
Digital vans will also be touring London food hotspots with a tongue‑in‑cheek creative designed to spark conversation and drive trial of the sausage rolls.
A front‑page ad in the Metro newspaper will additionally aim to drive sampling through a redeemable voucher mechanic, while digital out‑of‑home ads will target Ginsters stockists nationwide.
