During the height of lockdown, key social insights began to surface: mealtimes were becoming even more de-stabilised (the formal lunch hour was no more), store cupboard staples were in demand, and consumers were taking to their online feeds for lunchtime inspiration. New behaviour was afoot.

Working with Ginsters of Cornwall – the nation’s favourite pasty maker – it was vital the brand acted quickly and decisively to change with their consumer’s behaviour. We were rapid in a digital response, delivering ‘conscious content’ that championed quick, easy and delicious lunches from the get-go. Drawing on the brand’s taste, provenance and quality credentials, Ginsters and Wild West implemented a strategic social ad campaign where Ginsters’ products were celebrated as a lunchtime centerpiece.

In uncertain times, it became even more essential to communicate how food fits into flexing lifestyles.  Our messaging bank was equipped for the challenge: ready in 20 minutes, no artificials or preservatives, quality Cornish and British ingredients… and of course, made in Cornwall (as only authentic Cornish Pasties can be).

From beautiful lifestyle photography to stop motion animations, a blend of inspiring content under ‘Best Enjoyed at Home’ and ‘Never Tasted So Good’ banners have been collectively viewed more than 63m times.

Here’s just some of our standout social moments: