Greggs has made its first appearance on television in over two years, as part of a new integrated marketing campaign.

British Baker’s top BB75 retailer has revealed that the six-week long marketing drive, launching today, is worth more than £1m and will help to promote its breakfast and lunchtime meal deal offers.  

Marketing activity includes TV adverts, created by advertising agency Gratterpalm, featuring individuals swapping burnt slices of toast and congealed noodles for Greggs’ food and drink offers, including a bacon sandwich and coffee, as well as a bottle of fresh juice and porridge, both priced at £2.

Other highlights of the campaign include a scratchcard giveaway, which is available with every meal deal purchased between 15 January and 3 March. It gives customers the chance to instantly win Greggs food and drink prizes, in addition to a unique code which they can use to enter an online draw to scoop prizes such as a holiday for two to Brazil.

Graeme Nash, head of customer and marketing at Greggs, said: “The new campaign is focused on value, quality and freshness, and the great options available at Greggs. As well as investing in TV, the campaign will also be heavily supported digitally through the Greggs website, Facebook and email engagement.

“We wanted the campaign to capture how easy it is to make tastier choices in the New Year, even if you’re on a budget.”

Greggs has said the campaign will be supported digitally through its dedicated Facebook page, as well as advertising and pay-per-click activity across its own website, and a PR campaign exploring lunchtime habits and how people enjoy their breaks throughout the day.