£3 Million Integrated Campaign For Greggs

Leading bakery Greggs is set to launch a £3 million integrated campaign, which will be fronted by funny-man Paddy McGuinness and developed by their newly appointed advertising agency, Propaganda.

The campaign, which features the new strapline Greggs the Bakers – Ready When You Are, will involve national and regional multi-channel and terrestrial television advertising, along with radio, outdoor and online advertising, sales promotion and public relations activity.

The campaign comes as the bakery giant develops its product offerings to meet wider consumer demand.

A series of 40 second, 30 second and 10 second TV advertisements, created by Leeds based Propaganda, will see Greggs appear in selected ITV1 regions, Five, Sky, UKTV, ITV digital and Channel 4 digital, as well as on several radio stations.

The campaign has also been translated into prominent outdoor advertising in close proximity to many of the 1100 Greggs outlets throughout the UK as well as advertising on a wide range of websites and a campaign microsite www.greggsthebakers.co.uk.

The integrated activity will also incorporate national and regional public relations from retained PR agency Golley Slater and sales promotion and product sampling executed by Golley Slater Promote. Media buying has been handled by AW Media.

Scott Jefferson, marketing director at Greggs, said: “In addition to upgrading our shops we wanted to develop an integrated campaign to highlight not only the variety of products on offer but also the high quality of the ingredients used throughout the range.

The Greggs campaign kicks off on 16th April.

Greggs: www.greggs.co.uk