Ghetto Gastro Teams up with Gwyneth Paltrow, Scottie Cameron Directs

Oct. 16, 2024

Ghetto Gastro, the Bronx-based culinary collective founded by artist Jon Gray and chefs, Pierre Serrao, and Lester Walker (authors of the Black Power Kitchen Cookbook), is proud to unveil their "BOP LINE" video campaign, introducing their new toaster pastry flavors: Brown Sugar and Sweet Potato, available at Target stores nationwide. With the help of an all-star cast of friends and supporters, including Gwyneth Paltrow and Michael Ealy, the campaign creatively highlights Ghetto Gastro’s vibrant, chef-driven flavors.

Starring in the campaign are some of the brightest stars within the Ghetto Gastro orbit: Siddiq Sanderson from Wu-Tang: An American Saga on Hulu, Jerrie Johnson from Harlem on Amazon Prime, Bronx rapper Maliibu Miitch, actor Michael Ealy, and actress and fellow CPG founder, Gwyneth Paltrow. With humor and irreverence at the forefront, these videos embody the same boldness and authenticity as Ghetto Gastro’s unique flavors.

The campaign features six multi-format, multi-styled videos centered around a single theme: the BOP LINE—a real customer service hotline for those needing flavor. In each video, the characters are humorously prompted to call 1-833-GHETTO-1, summoning a Ghetto Gastro toaster pastry as the ultimate quick flavor fix. Consumers are encouraged to call the BOP line where they will be offered discounts and more.

• The full lineup of videos, shot by director Scottie Cameron, can be found below:
• The Bop Mobile (ft Gweneth Paltrow)The Bop Line Intro Video (ft Siddiq Sanderson & Jerrie Johnson)  Brown Sugar Hill (ft Michael Early)
• WTF is a Bop? (ft. Malibu Mitch)
• Sweet Talk (ft. V Boogie & Chantal Adams)
• Infomercial (ft. Siddiq Saunderson)

Ghetto Gastro’s mission to merge food, culture, and design while championing race, identity, and economic empowerment is at the heart of everything they do. With scarce resources as a growing CPG brand, they turned to the strength of their community to create this campaign. By leveraging the talents of close friends and fellow creatives, they delivered a campaign that is raw, unapologetic, and unmistakably authentic.