Today Puff Pastry - Think it, make it
Brief: Reposition Today Puff Pastry as an easy, everyday ingredient that both existing and new consumers would feel confident using.
Insight: Consumers perceived puff pastry as difficult, time-consuming and reserved for special occasions. It simply wasn’t something they thought about in everyday cooking.
Solution: We shifted the conversation from “complicated baking” to “instant possibility.” By showing simple ideas that could be made in seconds, we reframed Today Puff Pastry as an effortless shortcut to creativity in the kitchen. This led to the campaign line: “Think it, make It.”
The ads made the product feel approachable, inspiring consumers to see puff pastry not as intimidating, but as a simple ingredient they could use every day.
Execution & Result:
Created a fast-paced series of TV commercials that aired nationally in South Africa.
Used simple food styling and minimal ingredients to make each recipe feel achievable and spontaneous.
Repositioned Today Puff Pastry from a specialist product to an everyday staple, driving both trial among new consumers and increased usage among existing ones.