Sometimes brands need to explain how a product should be used. That is precisely what has led Ginsters – the largest pasty manufacturer in the United Kingdom – to convert an outside fence into a facility with toasters to teach consumers how to properly prepare its new “Pastry Toastie”, a hybrid range between a hot sandwich and a savory pie designed to be cooked in a toaster.

The action, developed together with the agency adam&eveTBWA, is based on an insight detected after the launch of the product last year: although the name makes explicit reference to its use in a toaster, many consumers continued to heat it in an oven or air fryer out of simple habit or distrust. The behavior prevented us from transferring one of the main attributes of the product, its speed and convenience, so the brand brought the pedagogy of use to the central axis of its communication.

To do this, Ginsters has installed at London’s Waterloo station an exterior structure made up of real toasters that sequentially eject different “Pastry Toasties”. Activation, defined as the first “toaster billboard” from the United Kingdom, also includes live tastings so that passers-by can try the freshly prepared product.

The company thus seeks to reinforce the idea that its proposal offers a hot meal ready in four minutes and without complications, also claiming the validity of the toaster compared to other more sophisticated appliances that have colonized kitchens in recent years. “We knew that asking people to put a puff pastry in the toaster, something they had never done before, required a certain calmness and demonstration”explained Sarah Babb, Ginsters Marketing Director, in a statement.

The campaign will also have a run on social networks with content starring Wilfred Webster, a contestant on the show “The Traitors”, who will carry out demonstrations and tests of the product to amplify the message of correct use. According to the agency, the objective was precisely to resolve any possible confusion surrounding the product in the most visible way possible. “It’s a toastie made of puff pastry that goes in the toaster”summarizes Lauren Coates, Creative Director of adam&eveTBWA.

Ginsters “Pastry Toasties” are made with British beef and are currently sold in three varieties: smoked ham and cheddar, tomato and mozzarella, and chicken with pesto and mozzarella. The brand defines them as a category innovation aimed at transforming the quick consumption of hot meals at home.