The Challenge

Greggs is a much-loved British brand but how do you elevate a sausage roll to cultural icon status without losing the humour and humility that people love? Gregg’s challenged us to mark National Sausage Roll Day with a headline-grabbing moment that reinforced the Greggs Sausage Roll’s legendary status and generated nationwide buzz.

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The Solution

Fandom is contagious and Greggs fans are some of the most devoted out there. Our solution was to take that energy and do something no one would expect - treat the Sausage Roll like the cultural icon it already was. And, what better place to do that than Madame Tussauds London, home to national legends and global megastars?

We worked closely with Madame Tussauds’ artisan waxwork sculptors to create a full-sized wax Sausage Roll, built using the same techniques they use for A-list celebrities. From the gold-trimmed cushion to the perfect pastry glaze, no detail was too small.


We maintained tight alignment with both brands' tones and values, ensuring that Greggs’ humour and accessibility meshed seamlessly with Madame Tussauds’ prestige and polish.

We knew our story would land well, but to make it land exceptionally well we shot all of the photos in the typical style that Madame Tussauds London does to release new wax models of celebrities. The images felt tongue in cheek, and worked well with our news story which included stats that showed people felt the sausage roll was more of a British icon compared to people like Danny Dyer and Nigella Lawson. 

A week ahead of National Sausage Roll Day, we hosted a preview moment — inviting media, select influencers, and social news sites to see the waxwork early. This generated an initial wave of coverage and gave us our second big bang when the official day landed — allowing us to dominate two media cycles in one neat move.

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The Results

This campaign didn’t just land, it saturated the media cycle. Our waxwork sausage roll earned 285 pieces of coverage across national and international media, including over 30 broadcast hits on TV and radio, reaching a combined audience of 5.77 billion.


TV appearances included ITV’s Lunchtime and Evening News, GB News, CNN International, Fox Local Washington, CBS After Midnight and This Morning, giving us both daytime and primetime presence. Radio pick-up was equally punchy, from LBC, Heart, BBC Radio 2 and 4, to Capital, Smooth, BBC Scotland, and dozens more, amassing millions of ears across the UK. Have I Got News For You to talk about this for over a minute, with Richard Ayoade reading out our press release verbatim. 

On social, the story took off: 2.58M estimated views, 101K engagements, 460K TikTok plays, and 59+ pieces of creator content. TikTok alone delivered 13.2K shares, 50.8K likes, and a potential 6.77M follower reach. Turning a wax model of a pastry into a social moment.

Combined print circulation topped 1 million, adding further reach across legacy media.

In every channel, in every medium — from Nippon TV Japan to BBC Radio Orkney — the nation (and the world) toasted the sausage roll.