GingerBread was appointed to lead UK PR for Think of England, a brand new feature from Giant Films ahead of its UK premiere at the 2026 Glasgow Film Festival, with an overall objective to build awareness for the film across consumer and industry press.
Directed by BAFTA-nominated filmmaker Richard Hawkins, the film is inspired by an enduring wartime urban myth that the UK government commissioned pornographic films to boost troop morale during World War II and examines who draws society’s moral lines, who enforces them, and what happens when they are crossed under extreme pressure.
The cast is led by Natalie Quarry, known to audiences as Rosalind Clifford in Call the Midwife and Jack Bandeira (The Gold, Andor) alongside Ronni Ancona (The Big Impression, EastEnders), Olivier award-winner John McCrea, Ben Bela Böhm (Better Call Saul), Oscar Hoppe (All the Light We Cannot See) and Ollie Maddigan,
We delivered a targeted campaign spanning news, interviews and reviews, securing coverage including a cover feature in The Herald Magazine, interviews across Hello! Magazine, Scottish Woman Magazine and the Daily Mirror, alongside coverage for director Richard Hawkins in titles including Radio Times.
With a limited number of publications covering Glasgow Film Festival each year, securing editorial space across Scottish nationals and local press was highly competitive. Alongside this, existing cast commitments and wider publicity schedules required coordination across multiple agencies to minimise crossover and ensure impactful campaign coverage. We also worked with the filmmakers to ensure messaging around the film’s darker themes and nudity was positioned thoughtfully and in keeping with the wider story of the film.
The campaign resulted in strong national, regional and industry coverage surrounding the premiere, and GingerBread continues to work with Think of England as the film plans for future screenings, festivals and wider distribution.
