Ginsters, the brand famous for its pies and Cornish pasties, is set to appoint Grey London to handle its £2 million advertising account.

Grey will be awarded the business following a shoot-out against Beattie McGuinness Bungay.

Ginsters called a pitch of the business last December and had a longlist of eight agencies before reducing this to the final two.

Bartle Bogle Hegarty, the incumbent on the business, declined to repitch. Grey will be briefed with creating a campaign based around changing consumer perceptions of the brand as the Cornwall-based company attempts to shed its image as a laddish snack and widen its appeal to mothers and families.

BBH picked up the account in 1999 without a pitch. Before that, the business had been held by the Bristol-based agency Bray Leino.

During its tenure on the account, BBH produced a number of ads for the brand, including last year's Aerial Award-winning radio ad "India, Italy, Mexico", voiced by Justin Lee Collins.

Ginsters was launched in the 60s as a Cornwall-based egg packing company. But it was soon turned into a bakery producing Cornish pasties. The company now also makes sandwiches, wraps, sausage rolls, pork pies and meat slices.

This summer will see the company launch a new product, the Meat Feast Slice, which includes smoked ham, meatballs, chicken, pepperoni, Cheddar cheese and a tomato sauce.

Grey refused to comment.