BACKGROUND
In 2023, Greggs and Drummond Central worked together to develop a brand campaign that excited customers enough to make them want to visit more regularly and try more of what Greggs had to offer.
Greggs is an iconic British brand known for its sense of fun and stand out marketing - meaning their latest brand campaign could be no different.
Drummond Central has been the lead strategic and creative agency for Greggs since 2019 and in that time delivered a number of brand and tactical campaigns, this being only the second time taking the Greggs brand onto our TV screens.
The campaign introduced a brand new concept of the Greggs game show, which was bold, bright and above all incredibly entertaining and memorable. Brought to life through a 60 second hero TV and cinema spot, alongside 50 second and 30 second TV spots. large format and small format out of home and a series of radio spots
This campaign is the second iteration of the brand platform 'Bag some joy' which launched in 2022
TARGET AUDIENCE
Greggs is a brand for everyone, all walks of life, all budgets and all tastes. Through ethnography research and deep dive customer research, Drummond Central found that Greggs customers were susceptible to 'Sausage Roll blindness' - they had their regular order and very rarely deviated from it and there's only so many Sausage Rolls or slices of pizza someone could have for their lunch in any given week.
Greggs customers are creatures of habit and needed reminding of all of the different reasons to visit Greggs and all of the different options Greggs has to offer them.
In this campaign we were talking to the top fans of Greggs, those that visit at least once a week to the occasional group of customers that visit a handful of times over a three month period. The campaign had to appeal and resonate with such a broad group of in-market food on the go buyers, it wasn't about trying to convert people who had never stepped foot in a Greggs shop and tried their golden party delicacies.
The target audience has a repertoire of food on the go brands in their consideration set, choosing a different brand at different times of day, for different needs and different tastes. To appeal to this audience, we knew variety was key.
CLIENT CHALLENGE
The challenge was to showcase and celebrate all of the possibilities Greggs had to offer and all of the different moods and need states the brand could satisfy for customers. The campaign needed to encourage customers to try Greggs at a different time of day, for a different meal occasion and for a different feeling. This campaign was all about entertaining your Greggs possibilities.
One of the core challenges was to ensure stand out and memorability with an audience that was used to seeing ads for food on the go brands day in and day out. It wasn't enough to simply list what Greggs had to offer, the campaign had to entertain and elicit feelings of joy.
Yes, Greggs is a brand for everyone, but we knew that the younger audience of 16-24 year olds were key to the long-term success of the Greggs brand and this meant this age group were a key focus when developing this campaign, but without alienating those in the older age brackets.
AGENCY SOLUTION
Drummond Central created an integrated campaign - launching across TV, out of home, cinema and radio.
The TV and cinema execution was a flavour-filled trailer for the all-new Greggs game show, 'Bag Some Joy. Through energetic highlights, watch as contestants compete in a series of tasty games, whilst cheered on by an audience of Greggs fanatics.
From Greggs-themed spin the wheel and guessing the product games, to answering the question 'What's the best way to enjoy Greggs?' - everyone's a winner, and the prizes are all a delicious selection of Greggs products, which contestants couldn't be happier about.
The ad celebrates the endless possibilities Greggs offers, including the many occasions, times of day, and products that can be enjoyed.
Out of home honed in on specific winning moments throughout the day - from winning breakfasts and lunches to journey home jackpots. And the radio campaign took the game show to an audio-only level, enticing listeners to join in and play along with the games, delivered by the one and only game show host himself.
The whole campaign was celebratory and full of entertainment and joy, making customers feel excited about their next visit to Greggs.
THE RESULTS
Greggs 'Bag some joy: The Game Show' earned a 4 'Star' score from System for a nat rep sample - this star rating increased to 4.9 for the 16-34 year old audience. Both scores beating the category average of 3 Stars. This indicates a "Strong" likelihood of increased market share in the long term.
The short term impact of the ad is also predicted to be positive given that it achieved a 'Spike Rating' of 1.54, outstripping the category benchmark of 1.29, all of which points to Exceptional* short-term sales potential. The ad also had 'Exceptional' brand recognition with a fluency rating of 96.
What the System results tell us is that the creative has serious short-term returns and long-term growth potential.
Drummond Central conducted campaign evaluation which stated 28% of people who recall seeing the campaign took out that Greggs provided variety and choice and 20% of people said it made them feel joy and happiness.
The campaign over-indexed for stand out amongst the target audience and that the messaging was clear. Perhaps most importantly, half of people who saw the campaign planned to take action - which included choosing Greggs next time they were in market for food on the go, they would try something new at their next visit and trying Greggs at a different time of day / different occasion.
The campaign received the strongest ratings amongst those aged 18 to 34, especially for joy, interest and, most notably, motivation. This proves that the campaign was successful at engaging the younger audience and encouraging them to try something new and outside of their norm at their next Greggs visit.
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