THE CHALLENGE

Greggs tasked us to create a campaign that drove brand fame in both Greggs fans and a wider Gen Z audience. The campaign needed to maximise talkability for the brand with a creative approach while making waves across the food-on-the-go market through a bold, strategic activation. 

‍THE SOLUTION

Food merch is big in the audience we wanted to hit and we knew that Greggs fans loved to show off their appreciation for the brand in any way they could, but t-shirts and clothing felt done. We needed to look at a brand new way of showing up in this space.  

With this in mind, we turned our attention to who was hot on the art scene. Someone who could pair the elegance of jewellery crafting with the witty and unserious Greggs tone of voice. 

Cue Dion Kitson - a contemporary artist known for his humorous take on Britishness and the ability to turn the everyday object into sought-after wearables. After his previous Monster Munch ring went viral on socials, we knew we had to get him on board to turn iconic bakes into iconic bling. 

From sketches and 3D printing, to moulds and molten gold - we kept the essence of Greggs at the core of the collection by having the bakery’s essentials formed into jewellery. Miniature Sausage Roll Earrings (including vegan versions), a Jammy Heart Locket Necklace, a logo Signet Ring, and even a Charm Bracelet covered with Greggs favourites were all plated in 22ct gold to form the Baked in Gold range. 

We activated the campaign by revealing the collection to the media through a selection of fashion-focused photography captured through the lens of the talented street photographer Vicky Grout, just in time for London Fashion Week. With a limited production run planned and only one chance to buy it, we amplified the collection’s air of exclusivity which quickly rippled through the media landscape.

But that wasn’t all - we invited hundreds of press and influencers to an LFW launch party following the announcement in Hoxton. After enjoying themselves at the event - which included Mr Theo in the DJ booth, a glambot, a Greggs van dishing out bakes, and much more - guests could take a piece of jewellery home which continued to drive coverage across both editorial and social media. 

Alongside that we worked with Gregg’s social agency to gift the jewellery to talent and influencers that we knew loved Greggs, which meant we had a second burst of social chatter after the launch party when gifts started landing in their post boxes. We also worked with the Greggs social team to amplify the collection across their channels, and boost it with paid media. 

To sell the collection we created a bespoke microsite, and only shared the link just as the collection went live. We did this by sharing it via Greggs social channels, CRM and asking friendly  media to share it, even though they had already covered the announcement earlier in the week. 

When the link went live the collection sold out in 48 minutes, and we had almost 30,000 unique visits to the sites during that time. 

‍THE RESULTS 

The campaign achieved blanket coverage totalling 198 pieces across broadcast, national, consumer, social and trade with a reach over 2 billion and estimated coverage views of 7.76 million estimated coverage views. Importantly it took Greggs to a new audience, with media celebrating the Dion Kitson collaboration as both unexpected and incredibly cool. 

Stand out pieces include:

• Lorraine, where Lorraine herself said “Whoever is doing Greggs’ PR I salute you”
• Hitting every single national in print, including a cartoon in the Daily Mail on the collection 
• The Daily Telegraph, who called out the “incredible authenticity” of the partnership with Dion Kitson
• Two iconic posts from Hunsnet