Agency creates new Greggs ad
ANEWCASTLE creative agency has worked with Greggs to launch a trailer for a new game show.
The Greggs game show, called Bag Some Joy, forms part of the steak bake supremo’s latest marketing campaign, which is now getting airtime as an advert across the UK to draw in new customers.
Drummond Central, which has worked with Greggs for the last five years, cooked up the campaign to “celebrate the endless possibilities Greggs offers, including the many occasions, times of day, and products that can be enjoyed”.
The campaign shows a number of contestants competing in a series of games while being cheered on by an audience of Greggs fanatics.
Games include spin-the-wheel, guessing the Greggs product and answering the question “What’s the best way to enjoy Greggs?”.
Everyone taking part becomes a winner, with the prizes being a selection of Greggs products. Drummond Central’s executive creative director Stephen Drummond said: “Have you ever woken up and wondered what Greggs would look like if it was a game show? Well, our creatives did. We have a shared ambition with the Greggs brand team to take the creative platform to the next stage.
“The idea of a Greggs game show just made perfect sense – the format allowed us to show off the Greggs menu in a unique way, and have a lot of fun with the creative execution.”
The company said the new ad has performed well, according to data from effectiveness firm System1, which shows a four-star score, indicating a strong likelihood of increased market share in the long term, beating the category average.
Neil Caffery, Drummond Central’s planning director, added: “There’s no denying how much fun this ad is to watch.
“What’s even better is how effective the ad is predicted to be.
“We know that ads that provoke a strong emotional response have a great chance of making an impact, and we worked closely with the Greggs marketing team to land a concept that has bundles of fun and celebration at its core.”
The multimedia campaign is being shown on TV, cinema, billboards and radio.