Greggs is investing £1m in an integrated marketing campaign to promote its breakfast offering.
The extensive ‘Taste Rescue’ campaign, launched this week, will be pushed through a mix of advertising, social media, marketing stunts and PR. These include the installation of sensory advertising boards at bus stops in London, Manchester and Glasgow, which emit fresh coffee and bacon roll smells to passers-by.
In addition, seven shops nationwide will receive a full makeover and become Greggs ‘Taste Rescue Centres’, incorporating the campaign’s black-and-yellow colour scheme throughout the chosen shops, on point-of-sale and on staff uniforms.
A Greggs spokesperson said: “As a business, we know we have a strong breakfast offering in terms of taste and value, but we are committed to encouraging new customers to sample and change their perceptions of what’s on offer. Equally, it’s important for us to engage our existing customers and inspire them to try the whole breakfast range, which is more varied than consumers may perceive.
“Our campaign will appeal directly to the public’s taste buds, engaging them in activity which aims to question what really satisfies them when it comes to breakfast and coffee.”
The campaign is supported online with a dedicated website, www.tasterescuecentre.co.uk, featuring character Professor Gregg T Bud. The site lists Greggs’ breakfast items, in addition to information on events hosted up and down the country. A new mobile app has also been developed, which features videos and a store locator, as well as a tasteometer tongue scanner, allowing users to share results via social media channels.
Consumers will also have the opportunity to win a breakfast from Greggs for a whole year, alongside an additional competition for individuals to win one of five breakfasts for their workplace.
Greggs has used media agencies Gratterpalm, Steel, Euro RSCG and Carat to devise the ‘Taste Rescue’ campaign.