Greggs is to launch its first digital doughnut campaign, to mark the introduction of four new doughnut flavours to its stores.
Strawberry Milkshake, Jaffa Cake, Triple Chocolate and Coconut Snowball doughnut varieties will feature on individual promotional videos, to be shown on YouTube.
Inspired by the individual flavours, the concept of ‘Superstar Doughnuts’ was devised by creative agency Steel. Each doughnut will introduce itself to consumers through the videos, which will go live on Monday 5 September.
“These new products are such a big step forward for us in terms of innovation and product development, we needed a campaign that not only celebrated the launch of four new products, but really brought them to life for our customers,” said Graeme Nash, head of marketing at Greggs.
The individual doughnut characters will also have a presence on Twitter and Facebook, with ‘followers’ prompted to vote for their favourite doughnut via a poll on the Greggs website.
Nick Bennett, digital creative director at Steel, added: “We didn’t want to just raise awareness about the range, we wanted to entertain and involve people. YouTube shorts introduce the Superstars, the conversation continues through their Twitter and Facebook profiles, plus a round of fan response videos as they battle for votes in the Greggs doughnut awards.”
One hundred thousand vouchers will also be made available on Monday 12 September, to support the two-week campaign. The vouchers, available from www.facebook.com/greggsthebakersentitling, will entitle consumers to one free doughnut from the new range with any purchase.