In a special taste test, Ginsters brings light-hearted fun to pastry lovers this National Sausage Roll Day, with real-life Gregs proclaiming their love for Ginsters iconic Sausage Roll
In a very special taste test, Ginsters, the number one brand in savoury pastry[1], has gone to extraordinary lengths to showcase the credentials of its iconic sausage roll. Leading the charge is Ginsters brand mascot Merryn, who cheekily curated a very special tasting panel – a group of people all legally named Greg – to drive awareness of the grocery chiller favourite.
The results are heralded as good news for pastry lovers: Gregs love Ginsters sausage rolls.
The out of home, print, social and PR campaign, launching on Friday 5th June for National Sausage Roll Day, aims to drive awareness of the Ginsters sausage roll and celebrate its delicious taste, flakiness and satisfyingly seasoned meat-to-pastry ratio.
The namesake panel proved that when it comes to supermarket shelves, Ginsters stands as a much-loved favourite.
Key Findings from the ‘Greg’ Panel:
- The seal of approval: 100% of the Gregs at the taste test gave the Ginsters Sausage Roll their ultimate seal of approval.
- The flavour factor: Panellists praised Ginsters for its perfect ‘meat to pastry’ ratio, perfectly seasoned filling, golden flaky pastry, and use of 100% British pork.
The playful campaign aims to drives awareness of Ginsters and its No.1 branded Single Roll in retail¹ and by focusing purely on taste and quality, is reminding the nation that not all sausage rolls are created equal.
Sarah Babb, Marketing Director, Ginsters : “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. 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 campaign strategy is designed to build fame, awareness and trial by engaging sausage roll buyers and driving consideration. The campaign combines programmatic DOOH, social and print to reach shoppers at key moments.
Digi-vans are touring London food hotspots with a tongue-in-cheek creative designed to spark conversation and drive trial of Ginsters sausage rolls. A front-page ad in Metro will drive sampling through a redeemable voucher mechanic, while programmatic DOOH targets Ginsters stockists nationwide to convert awareness into purchase, supported by social content amplifying the PR and outdoor activity.
The Ginsters Sausage Roll, loved by Gregs, is the fastest growing roll[2] and is made with 100% British Pork, with 81 layers of golden flaky pastry and contains no artificial flavours, colours, or preservatives.
Ginsters Sausage Roll is available nationwide in all major supermarket chillers.
[1] NIQ Retail measurement GB- Savoury Pastry, Sales Value 52 w/e 25th April 2026
[2] NIQ Retail Measurement Savoury Pastry – Rolls Value Sales 12w/e 25.04.26
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