To celebrate the Ginsters’ Pastry Toastie, the brand has created an interactive 3D billboard dubbed the UK’s first ‘toaster billboard’.

Made up of a wall of toasters, the activation encourages commuters to enjoy their own Pastry Toastie and see how the delicious snack is ready to be enjoyed in just four minutes. While the pastries pop up in sequence with letters that spell out; ‘the ginsters pastry toastie. Take a guess how it’s cooked?’

The special build was located at Waterloo station in London, near both the underground and mainline rail terminals.

The activation was created by Adam&Eve\TBWA. It marks one year since the launch of Ginsters Pastry Toastie, designed to show that quality snacks can be both easy to cook and delicious. Where people reach for the microwave or air fryers to heat their pastries, Ginsters’ activation seeks to change behaviours. 

“Our Pastry Toasties are a genuine category‑defining innovation shaking up how people heat savoury pastry at home. They deliver everything people want from a quick lunch: top‑quality ingredients, incredible flavour, 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,” explained Sarah Babb, Marketing Director at Ginsters.

As well as the out-of-home campaign, a film is being created for social channels featuring influencer Wilfred Webster from The Traitors. The content sees Wilfred’s taste test the product and showcases the benefits of the Pastry Toastie. 

The campaign champions the toaster as a quick and easy cooking appliance to position the Pastry Toastie as a quick and tasty snack.