Greggs went undercover as an artisan delicatessen at a London food festival to showcase its new summer lunch menu, which includes its first vegan dish.

Under the guise of Gregory and Gregory, it served up items including salads, pasta, rice and vegan wraps at Foodies Festival, which took place in Syon Park over the Bank Holiday weekend.

Festival-goers praised the tapas-style food, according to Greggs, with many surprised to find out the food was actually part of Greggs’ lunchtime offering (see video below).

New menu items include:

  • Oriental Chicken Sticky Rice Salad – Oriental style chicken breast, pickled shredded vegetables, edamame beans and a sweet soy dressing.
  • Feta & Beetroot Dip Salad with Grains – Feta, with a mix of grains and roasted vegetables in a lemon & herb dressing, roasted beetroot, cannellini bean & mint dip, cucumber and fresh Apollo and spinach salad leaves.
  • Vegan Mexican Bean Wrap – Guacamole, mixed beans in a tomato & jalapeño sauce with mixed peppers, fresh salad leaves and Chipotle chili sauce in soft tortilla wrap.
  • Slow Roasted Tomato and Feta Pasta Salad – Pasta in a tomato & basil dressing with diced feta, grilled red pepper and slow-roasted tomatoes.

“London is a global gourmet destination from its street food scene to the incredible array of critically acclaimed restaurants – so where better to try out our new lunchtime range? The reaction to the new menu has been fantastic and we’re now rolling it out across the UK,” said Malcolm Copland, commercial director at Greggs.

The campaign was executed by the Greggs team alongside PR and creative agency Taylor Herring.

“Weeks of planning went into the stunt. As well as stall design, menu branding and overnight installation, it required seamless collaboration with Greggs’ foodservice team. Even the delivery vans needed to be rebranded especially for the event, so we didn’t give the game away,” added James Herring, managing partner at the agency. “It’s definitely one of the most ambitious projects we’ve delivered for the brand so far.”

Topics