Greggs are taking to the streets from 12th August to promote Greggs’ fresh sandwich range and are asking the public to join in the fun through social media in an Outdoor advertising campaign this week.
For four consecutive days, an artist will paint fresh sandwiches onto a 96-sheet on Old Street, East London, and passers-by will be encouraged to tweet in and guess which sandwich is being painted. The live painting will also be broadcast on Greggs’ website and social media with the hashtag: #freshbillboard, allowing viewers to see every piece of art created.
As part of the wider two-week campaign, JCDecaux 6-sheets and StreetTalk have been deployed in proximity to Greggs’ stores nationwide in order to raise awareness of the new fresh sandwich range.
Posterscope Manchester and Carat Manchester planned and booked the campaign, whilst Hyperspace, Posterscope’s innovation and creative team, were responsible for managing the project. High Rise organised the painting of the murals and JCDecaux Innovate was involved in delivering the campaign.
Neil Knowles, Digital Brand Manager, Greggs: “Out-of-Home was the perfect medium to promote our new sandwich range and interact with consumers. The campaign really brings the brand to life and reaches our target audience in the right place in the right mindset”.
Nick Reeve, Senior Client Manager, Posterscope Manchester: “Fresh art murals painted daily in East London is a perfect way to represent Greggs’ fresh new sandwich range. The integration of Out-of-Home and social media is also a great example of our continuing vision of integrating advertising channels”.
Dominique Fyson, Hyperspace Project Manager, Posterscope: “This activity really breaks the mould for Greggs. It’s not every day you see a piece of live art created by a bakery brand. It visibly highlights how innovative uses in Out-of-Home can engage audiences in unexpected ways”.
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