Get ready to redefine lunchtime, South Africa! Ginsters, in collaboration with TBWA\London, is launching 'Pastry Toasties' – a revolutionary savoury pastry designed to be cooked in your toaster. This innovative product aims to transform the way we enjoy a quick, hot lunch.
Hot Lunch Revolution: Pastry in a Toaster!
The campaign encourages everyone to be a part of this hot lunch revolution, boldly proclaiming, “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”. Ginsters aims to strengthen its brand and introduce innovation back into the savoury pastry market.
Why Pastry Toasties?
Savoury pastry is a beloved staple in many households, and it's always best enjoyed hot. Ginsters is making it faster and easier than ever to get that hot bite. The Pastry Toastie goes straight from the fridge to golden perfection in just four minutes, thanks to your trusty toaster.
- Convenience: Ready in just 4 minutes.
- Innovation: A new way to enjoy savoury pastry.
- Hot and Delicious: Enjoy a hot lunch without the fuss.
Consumer testing shows a strong interest in this new product, with a large percentage of respondents agreeing that Pastry Toasties felt “new and different” and confirming they would buy them alongside their usual favourites. Ginsters is addressing a real consumer need: many people skip lunch breaks or settle for uninspiring options, despite craving hot meals.
Sarah Babb, Ginsters Marketing Director, is excited about shaking up the category and believes that Ginsters Pastry Toasties will have a huge impact on both the brand and the wider market.
Keep an eye out for Ginsters Pastry Toasties – the future of lunchtime is here!