Toaster Pastry Billboards

Finding that people still default to using their air fryers or ovens to heat the Pastry Toastie product it launched last year, Ginsters set up a Pastry Toastie billboard that showed toasters in action. “Our Pastry Toasties are a genuine, category‑defining innovation shaking up how people heat savoury pastry at home," said Sarah Babb, Marketing Director at Ginsters. "They deliver everything people want from a quick lunch: top‑quality ingredients, incredible flavor, and zero faff. But we know asking people to put pastry in the toaster, something they’ve never done before, means giving them a little reassurance."

With the installation in proximity to the London Underground and the mainline rail terminal, commuters saw the savory toasties pop up in sequence to spell out a message. When a new product asks consumers to rethink a habit they've never questioned, sometimes it's just a matter of showing people they can do things differently, and then the switch becomes obvious.