Pastry brand Ginsters has made a further £4m investment in its ‘Taste The Effort’ advertising campaign, which aims to highlight the brand’s dedication to making quality products.

The marketing series features the recurring character ‘Merryn’, who is showcasing the upgrades on the farm aimed at producing the best quality pastries for the business.

Sarah Babb, Ginsters’ marketing director, said: “Our Taste the Effort brand platform has done a fundamental job to drive reappraisal for Ginsters, putting the brand firmly in the hearts of the nation.

“Our media activity also helps to increase relevance for the category as a whole by driving top-of-mind awareness for savoury pastry.

“Like Merryn, we’re always building on our successes, and this new creative allows us to continue to tell the nation how great our Cornish pasties are.”

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Ginsters’ advertisement is expected to reach 97% of UK adults over 13 times across various channels, including TV, Video on Demand (VOD), YouTube, radio and social and shopper marketing.

According to the business, since the debut of the ‘Taste the Effort’ series, Ginsters has improved its brand relevance among consumers and is performing ahead of competitors in different according to Kantar research.

The brand recruited over 123,000 more households year-on-year over three months while on air.

The social campaign will run from 9 February onwards, with the television commercial debuting on 13 February and continuing until the end of May.