Ginsters is inviting consumers to make lunchtime history with the launch of its new ‘Pastry Toasties’. 

The launch has been marked with a new creative campaign from TBWA\London that invites audiences to be part of the revolution. 

A bold out-of-home and social campaign makes use of punchy copy to bring to life just how revolutionary the new pastry invention is. Alongside shots of the product and a toaster, lines read: “Become the first person in history to put pastry in a toaster”, and “Behold the pastry toastie, a toastie that actually goes in your toaster”.

The tongue-in-cheek campaign aims to mark the launch as a cultural moment in a nod to the British public’s love of pastries. The launch comes as part of Ginsters’ ambition to strengthen brand equity, challenge category conventions and put innovation back on the menu. 

“Pastry Toasties aren’t just another lunch option, they’re a cultural moment,” says Lauren Coates, Creative Director at TBWA\London, continuing: “We treated this launch with the same energy and swagger you’d expect for the ‘next big thing’ - because for Ginsters that's exactly what it is. It's a new innovation shaking up lunchtimes.” 

Coates added: “That tension is what makes it fun. The work is bold, hype-driven and deliberately overblown, celebrating the joy of something hot, tasty and brilliantly simple, while making it feel like the must-have of the season; and doing it in a way that feels fresh, fun and totally ownable by Ginsters.”

The new Pastry Toastie goes straight from the fridge to the plate in just four minutes after being cooked to perfection in a toaster. The product makes getting a delicious pastry quicker and easier than ever. The innovation was born from the insight that a savoury pastry is a staple in 85.5% of UK households, and it’s always loved most when eaten hot.

Research from the brand found that 52% of Brits don’t take lunch breaks, 68% grab whatever’s available even if it’s uninspiring, but 77% actively crave hot lunches. Pastry Toasties aim to close the lunchtime gap and make it easier for people to enjoy the lunches they crave and deserve.

“Our Toasties are a real, category-leading innovation, and we know they will have a huge impact on both our brand and the wider category. Ginsters Pastry Toasties will appeal to people working from home, families, and younger shoppers, looking for a top-quality, tasty and quick and easy hot lunch,” says Sarah Babb, Ginsters Marketing Director.

With an exciting new product innovation and a launch campaign calling for revolution to match, Ginsters successfully meets Britons’ pastry needs.