Delivering the Ginsters message to a huge trade audience

The Challenge

We have been working with Ginsters since 1991, and over that time have created a host of new designs for them, spanning packaging, point of sale and digital.

In recent years, Ginsters have invested in expanding the range of communication tools that they use with their trade customers. This reflects both the growth and innovation within the company and the demanding and competitive retail environment.

Due to the size and popularity of the brand, Ginsters has an extremely diverse and complex distribution base, which includes supermarkets and convenience stores, forecourts and motorway outlets, education, tourist attractions, hospitals, foodservice outlets and more. Our long history of working on the brand means that we have developed a good understanding of the techniques that works best for these differing types of retail customer.


It is easy for trade communications to become complicated and confusing for the customer. The brand’s consumer advertising has become famous for using a straightforward, honest, and down to earth tone of voice. We wanted to reflect this in the trade work for the brand to ensure that these ‘serious’ commercial messages were delivered in a style that was appealing, easy to understand and really memorable for the retailer.

Design Solutions

A major advance in the last few years has been the creation of a dedicated Ginsters Trade Website, which is password protected and therefore visible only to Ginsters customers. Here retailers can get access to vital information on promotions, planograms, point of sale and merchandising. There are details on the full range, updates on new launches and valuable category advice. This is all delivered in a visual style which makes it easy for the customer to navigate.

As well as innovative point of sale projects, we have created comprehensive trade brochures for the Ginsters range and other marketing collateral to communicate the brand’s quality and values.

We have designed impactful direct mail materials which have been sent to Ginsters key customers, including campaigns to announce their new advertising campaigns and the launch of their unique H+EAT range of products.

Ginsters attend a number of important trade shows throughout the year, but the configuration of their stand needs to change frequently depending on the type of exhibition and the specific ranges they are showcasing. We devised a modular exhibition stand which can be scaled in size and adapted in format according to the needs of a particular show, whilst ensuring that the graphics present a thoroughly professional image for the company and the key brand messages are clearly communicated.

Client Feedback

“We have worked with Bluestone360 for 23 years, building a solid and beneficial business relationship. They always produce high-quality work, often within the tightest timeframes, and they never fail to impress – they’ve produced two award-winning websites for us and are always innovating.”

Linda Evans
Sales & Marketing Director, Ginsters

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