Photo source: Creative Salon
Some products require detailed explanations. Not because they are complicated, but because they ask people to change habits they have had for years. That was precisely the challenge Ginsters faced after introducing its Pastry Toastie – a savoury pastry designed to be prepared in a toaster.
To demonstrate that this is in fact the simplest way to prepare it, Ginsters and agency adam&eve\TBWA installed what they describe as Britain’s first “toaster billboard” in London’s Waterloo. At the busy location, which thousands of commuters pass through every day, they placed a wall made up of real toasters from which pastries appeared in a precisely timed sequence, revealing the message: “The Ginsters Pastry Toastie. Take a guess how it’s cooked?”
The installation was not just a visual spectacle. Passersby were immediately able to sample the product and see for themselves that it takes only four minutes to prepare. This was one of the activation’s key messages: to show that a quick meal does not have to involve a compromise between convenience and taste.
Ginsters Pastry Toasties are available across the United Kingdom in three flavour varieties: Smoked Ham & Cheddar, Tomato Basil & Mozzarella, and Chicken, Pesto & Mozzarella. Although Pastry Toasties have been on the market for a year, the company noticed that many consumers still reach for ovens or air fryers. That is why the entire idea was aimed at breaking down uncertainty surrounding something that seems unusual to most people – putting puff pastry into a toaster.
“Our Pastry Toasties represent an innovation that changes the way people prepare savoury pastries at home. They offer everything people expect from a quick lunch: quality ingredients, great taste and simplicity. However, we are aware that the idea of preparing pastry in a toaster requires a certain degree of persuasion,” said Sarah Babb, Marketing Director at Ginsters.
The activation will also continue on social media. Content featuring Wilfred Webster, known from The Traitors, is currently in preparation, with Webster using his own experience and tasting session to introduce the product to online audiences.
“When we launched the Pastry Toastie, we thought the name itself explained exactly what it was. Clearly, that wasn’t quite the case. We hope our toaster billboard will clear up the confusion. And if there’s still any uncertainty – it’s pastry toast that goes in a toaster,” said Lauren Coates, Creative Director at adam&eve\TBWA.
Positioned between two categories, this hybrid of pastry and hot sandwich is attempting to earn a place in everyday quick lunch rituals – and for a start, it relied on one perfectly ordinary kitchen appliance.
