Currently targeting 18-35 year olds with their sandwiches and pasties, Ginsters is now seeking to capitalise on increasingly important children’s market. To stand a chance of success Ginsters must make the product cool and fun, whilst emphasising the nutritional benefits to parents.
The new pasties will be officially launched at the end of the year and are aimed specifically at under-tens. Known as the ‘Cornish Riviera Pasties’, they will be based upon pasty characters from a children’s cartoon series soon to be appearing on ITV and satellite channels.
The move follows a prolonged period of success for Ginsters, which has emerged as one of the UK’s biggest selling sandwich brands. Much of the success is attributed to the product’s quality and authenticity. And it’s clear Ginsters is not prepared to become complacent about this recent success. The new kids range is part of an increased marketing push, with marketing spend rising from £0.5m to £4.5m.
Attracting the interest of kids will be particularly important in the portfolio’s success. With the names Fistral Freddie, Porthmeor Pete, Malibu Mike and Bondi Bruce, the characters would appear to have the funky credibility that will help make the product cool and fun. This is often half the battle when targeting kids. If marketers can make the products appear fashionable and entertaining, they stand a good chance of capitalising on the growing pester power phenomenon associated with kids throughout the world.
The other potential problem concerns retailers and parents – to whom Ginsters must emphasise the nutritious and wholesome value of the range, showing that they meet the company’s usual high standards.
It is likely that Ginsters’ strong existing distribution links with many major retailers, including on the high street, will encourage them to take the Riviera range. Therefore the key challenge will be convincing parents that the products offer appropriate levels of nutritional value. With heightened media coverage concerning the worrying levels of poor nutrition and obesity amongst kids, parents are increasingly seeking healthy meal and snacking solutions for their children. The dual marketing approach of appealing to both parties involved in the purchase decision is always difficult, and yet will be vital to Ginsters’ success.
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