The commercial challenge
Although one of the nation’s most popular high street retailers, Greggs is not always seen as a go-to destination at Christmas time. We needed to help raise their festive profile to ensure the brand received the attention it deserved.
The human problem
People have enough to think about at Christmas without adding another retailer to their repertoire. So much festive activity is crammed in from the 1st December or even earlier, we had to give shoppers a very good reason to put Greggs on their Christmas list.
At their best, Greggs makes life simpler for the nation. It’s an everyday pick-me-up, grounded in reality. Something that’s very much needed in the festive season, because, although Christmas is fun, it’s hard work. From refreshing tired shoppers to taking care of sore party heads, and providing last minute tasty little gifts, we believed Greggs could give customers what they really want.
Working closely alongside our colleagues in the Greggs’ marketing team, we evolved the distinctive blue theme that our designers had initially developed the previous year, and commissioned noted illustrator Jan Bielecki to produce stylised images of ‘real world’ cityscapes. Then, with bright, festive typography we brought to life the realities of Christmas in our product messaging, showcasing Greggs as an invaluable Yuletide solution.
Our campaign was fully integrated, encompassing point of sale, packaging and digital screens. The official figures have yet to be released, but early signs suggest that in one of the toughest ever years for retail due to Covid, our work helped Greggs beat their sales targets.