The multi-platform ‘Taste Rescue’ campaign has been designed to reinforce Greggs irresistible taste message, but also its value and freshness credentials through a mix of above and below the line advertising, social media, experiential marketing and PR.
At the heart of the campaign will be Professor Gregg T Bud – Greggs very own ‘tastebudologist’. The character has been developed to feature in the supporting digital aspects of the campaign.
Greggs will also be rolling out sensory advertising boards at bus stops. The ‘smelly bus stops’ will give consumers the option to smell both fresh coffee and an oven fresh bacon roll and will be supported by experiential and PR activity.
Seven shops across the country will also receive a full makeover to become Greggs ‘Taste Rescue Centres’, incorporating the campaign’s black and yellow colour scheme throughout the chosen shops, POS and on staff uniforms.
A new mobile app has also been developed to test the taste level of consumers and is available for smartphones running iOS and Andriod software.
The Greggs Taste Rescue app offers users a video from Professor Gregg T Bud detailing how to test, a tongue scanner to determine taste levels, a cure depending on the result, a locator to find the nearest Taste Rescue Centre, as well as the option to share the results across the user’s social media networks.
Source: Greggs
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