Greggs, which came top of British Baker’s top 50 list of UK bakery retailers this year, has revealed it is to relocate its Manchester bakery to a new £16m facility and it has also launched a new advertising campaign.
The high street chain is planning to move from its Eccleshall Street site to a new 75,000sq ft bakery at Parkhouse Street in Openshaw. Work is expected to start on the new factory in the autumn.
The move is the result of a joint deal between Manchester City Council, New East Manchester (an urban regeneration company) and Greggs, assisted by a £7m grant from the North West Regional Development Agency.
Ian Pegg, MD of Greggs northwest, said: "We will be able to keep the skills of the people in our business and also develop new skills that will benefit new opportunities for people here in east Manchester."
Meanwhile, look out for comedian and Phoenix Nights star Paddy McGuinness, who is to appear in a £3m Greggs’ television and radio advertising campaign from this week. The campaign features the strapline ’Greggs the Bakers - Ready When You Are’.
"Paddy McGuinness is very personable and is known to consumers across various age ranges," said Scott Jefferson, marketing director at Greggs. "We felt he was perfect for injecting humour, while getting our key messages across."
The marketing campaign will include national and regional terrestrial and multi-channel television ads, along with radio, outdoor and online advertising, sales promotion and public relations activity.