CALLINGTON-based Ginsters is celebrating success after winning Gold at the recent Grocery Advertising and Marketing Industry Awards (GRAMIA) for its 2005 'Real Honest Food' national radio campaign. The prestigious annual awards, which are organised by William Reed Publishing, recognise creative excellence in the food industry and represent the crème de la crème of British food manufacturing. Ginsters' award-winning campaign captured the attention of the judges for its humorous script and the effective way it communicated the quality of the local ingredients used in its products. The radio adverts were constructed using voiceovers supposedly by cows, pigs and vegetables taking lie detector tests to prove they are genuine local ingredients. The campaign was intended to highlight the fact that Ginsters uses British produce that is, wherever possible, sourced locally within a 20 mile radius of the Callington bakery. Currently, all the beef, potatoes, onions and swedes Ginsters use are supplied from local farms. 'To win a GRAMIA is a major achievement in itself, to win a Golden GRAMIA is outstanding,' said Larry File, Marketing Controller at Ginsters. 'Local sourcing is at the heart of our business and the Real Honest Food campaign neatly communicates this to our customers. 'We want people to be confident that only the finest ingredients are used in our products and by communicating the local content of the ingredients we can really emphasise the message that Cornish produce is second to none.' The radio advertisements aired throughout August, September and October on national stations including Talk sport, Total Virgin Radio, and The Hits as well as on a number of regional stations. Runners-up to Ginsters' Best Radio campaign included Birds Eye, Danish Bacon and Pepperami.
