Bringing home the baking
Greggs returns to TV with a brand new £4 million integrated marketing campaign this week.
The new TV advertising features the real stars of the bakery retail business, the people who work in it. And a new creative positioning and strapline, ‘The Home of Fresh Baking’, aims to put customers firmly in touch with Greggs baking roots.
The new campaign, which launches on satellite and terrestrial channels from 22nd February, also includes a brand new Greggs consumer and corporate website, national print and magazine advertising, radio, in-store POS, new staff uniforms and national and regional PR.
The advertising and marketing has been developed by a new team of creative agencies, which was formed in the latter part of 2009 by Greggs Customer & Marketing Director, Scott Jefferson and his team. Gratterpalm devised the creative routes and shot the TV campaign, media bookings have been handled by MediaVest, website design, development and outreach by Steel and PR by Biss Lancaster.
Scott says: “We care passionately about our freshly baked food, and are very proud of its quality and freshness. When we were developing our campaign we realised that the food and the 19,000 people who work in the business are truly Greggs unsung heroes, so we simply had to build a campaign that would celebrate this.”
Viewers will, for the first time, see ‘behind the scenes’ at Greggs, and understand the level of skill and expertise that has developed over its 70 year existence.
Scott again: “Our new strapline, ‘The Home of Fresh Baking’ is more than a simple slogan, it encompasses the world class baking skills that are part of our daily existence. It also gives a nostalgic nod to where it all began in the 1930s.”
Real people from across Greggs 1400 shops and ten regional bakeries were recruited during auditions held in the North and South of the UK, early in 2010, and dubbed the ‘Greggs Factor.’
Employees from bakeries, shops and supply, applied to star in the ads, some travelling over 250 miles just to take part in the audition process. Out of a number of applicants a final 30 were chosen to star in three ads. The first will be shown from 22nd February, the remaining two later in the year.
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