Greggs the bakers is launching a £1 million integrated marketing campaign this month to support its breakfast and freshly ground Fairtrade coffee offer.
The multi-platform ‘Taste Rescue’ campaign has been designed to reinforce Greggs irresistible taste message, but also its value and freshness credentials through a mix of above and below the line advertising, social media, experiential marketing and PR.
Greggs will be rolling out sensory advertising boards at JCDecaux’s bus stops in high footfall locations in London, Manchester and Glasgow. The ‘smelly bus stops’ will give consumers the option to smell both fresh coffee and an oven fresh bacon roll and will be supported by experiential and PR activity.
Seven shops across the country will also receive a full makeover to become Greggs ‘Taste Rescue Centres’, incorporating the campaign’s black and yellow colour scheme throughout the chosen shops, POS and on staff uniforms.
A new mobile app has also been developed to test the taste level of consumers and is available for smartphones running iOS and Android software. The Greggs Taste Rescue app offers users a video from Professor Gregg T Bud detailing how to test, a tongue scanner to determine taste levels, a cure depending on the result, a locator to find the nearest Taste Rescue Centre, as well as the option to share the results across the user’s social media networks.
A Greggs spokesperson said: “As a business, we know we have a strong breakfast offering in terms of taste and value but we are committed to encouraging new customers to sample and change their perceptions of what’s on offer. Equally, it’s important for us to engage our existing customers and inspire them to try the whole breakfast range, which is more varied than consumers may perceive.
“Our campaign will appeal directly to the public’s taste buds, engaging them in activity which aims to question what really satisfies them when it comes to breakfast and coffee.”
The campaign, which will start on April 16 with the launch of the www.tasterescuecentre.co.uk microsite, was developed in conjunction with Greggs team of creative agencies: Gratterpalm developing creative advertising, store activation and mobile app; Steel managing digital; Euro RSCG driving PR. The Outdoor campaign with JCDecaux was planned and booked through Carat and Posterscope.
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