For most of the country, summer holidays this year looked decidedly different. Whether that was camping out in the garden, strolling in the local park or the few lucky ones who escaped to the seaside for a breath of fresh air.

This feeling of tranquility and escape that the sea air brings is at the heart of the new Ginsters campaign from Red Brick Road. The campaign is the brand’s first for five years and celebrates the Cornish way of life.

Inspired by Ginsters heritage and the Cornish pasty, the campaign follows a vegetable farmer as he delivers potatoes and goes from field to bakery, before going for a surf. The slot was filmed around Ginsters Cornish bakery in Callington.

Kieran Hemsworth, Ginsters’ Managing Director, explained: “As we continue to support the Cornish economy and local communities during these challenging times, we hope the ad campaign will deliver positive exposure for Cornwall and showcase the quality for which we are so proud.”

In 1969 when Ginsters was founded, 24 pasties a day were produced from the old egg-packing barn. Today, Ginsters bakes on average three million chilled savoury pastries, including pasties, slices and sausages rolls every week, in the Callington bakery.

This campaign successfully captures the expertise of a local business, celebrating a community at the heart of a national brand. As the coronavirus crisis only looks to continue, Ginsters reminds us that the enthusiasm and effort of people in areas locally around the UK won’t go unmissed.