# Toaster Pastry Billboards Ginsters Set Up a Pastry Toastie Billboard in a Commuter Hotspot By Laura McQuarrie | Published 2026-05-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pastry-toastie-billboard References: [creative.salon](https://creative.salon/articles/work/ginsters-pastry-toastie-adam-eve-tbwa)  Finding that people still default to using their air fryers or ovens to heat the Pastry Toastie product it launched last year, [Ginsters](https://www.trendhunter.com/trends/ginsters-pastry-toasties) set up a [Pastry Toastie billboard](https://www.trendhunter.com/trends/scratch-and-sniff-billboard) that showed toasters in action. “Our Pastry Toasties are a genuine, category‑defining innovation shaking up how people heat [savoury pastry at home](https://www.trendhunter.com/trends/smash-foods-toasties)," 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. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 47% | Activity: 41% | Freshness: 78% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### What Makes This Trend Stand Out - **Habit-reframing Advertising:** Shows how visual demonstrations in public spaces can shift entrenched consumer rituals and open demand for products that require new usage behaviors. - **Appliance-native Food Formats:** Positions food items designed specifically for single appliances as a category that can simplify preparation and alter purchase criteria toward compatibility and convenience. - **Commuter-focused Experiential OOH:** Uses time-pressed transit audiences as fertile ground for behavior-change messaging that normalizes novel consumption methods through repeat exposure. ### Sectors Adopting This - **Food Manufacturing:** Reveals opportunities for product design tied to specific home appliances, enabling manufacturers to differentiate on use-case and integration rather than just taste or price. - **Out-of-home Advertising:** Highlights the potential for OOH campaigns to function as instructional platforms that reduce adoption friction for unfamiliar products and behaviors. - **Kitchen Appliance Manufacturers:** Creates scope for co-branded appliance features and standards that endorse third-party foods and drive sales through certified compatibility and convenience. ## Related on Trend Hunter - [Live-Printed Billboards](https://www.trendhunter.com/trends/smart-tank.md) - [One-of-a-Kind Beauty Campaigns](https://www.trendhunter.com/trends/the-beauty-machine.md) - [Bee Habitat Billboards](https://www.trendhunter.com/trends/disney-x-national-geographic.md) - [Personalized AI Billboards](https://www.trendhunter.com/trends/custom-billboards.md) - [Interactive Embrace Billboards](https://www.trendhunter.com/trends/huggable-poster.md) - [Edible Ranch Billboards](https://www.trendhunter.com/trends/wtf-is-ranch.md) - [Body Typography Campaigns](https://www.trendhunter.com/trends/back-your-body.md) - [Race Day Expansion Features](https://www.trendhunter.com/trends/race-day-expansion.md) - [Toaster Pastry Galleries](https://www.trendhunter.com/trends/poptart-gallery.md)