Ginsters has launched Pastry Toasties, the first savoury pastry specifically designed for the toaster. 

The creative campaign, from TBWA\London centres on high-impact outdoor, digital and social activations with tongue‑in‑cheek lines including “become the first person in history to put pastry in a toaster.” 

Sarah Babb, Ginsters marketing director, said, “We are really excited to be shaking up the category and bringing our new Ginsters Pastry Toasties to market. 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.”

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Babb said she thought the toasties would particularly appeal to people working from home, families and younger shoppers. She added, “TBWA’s creative has really captured the revolutionary nature of this launch.”

Lauren Coates, creative director at TBWA\London, described Pasty Toasties as a “cultural moment”: “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.” She added, “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.”