In a bold departure from traditional advertising norms, British bakery chain Greggs has launched a novel marketing campaign, transforming its well-known slogan “Bag some joy” into a conceptual game show that captivates the audience with a mix of entertainment and the promise of delectable rewards. This strategic decision demonstrates the brand’s dedication to further integrating itself in the cultural zeitgeist, providing a new and engaging manner for customers to interact with the bakery’s diverse goods.
A Quirky Quiz Show Concept
Greggs’ current campaign is a preview for an all-new quiz show created by Drummond Central’s creative team. The teaser gives viewers a look into a universe in which participants traverse a variety of gastronomically themed challenges, all while being watched over by an enthusiastic crowd of Greggs fans. The ad sticks to the classic quiz show concept while injecting a good dose of quirkiness, featuring a mascot costumed as a huge sausage roll, which represents the brand’s humorous approach to marketing.
The addition of classic quiz show components, such as high-energy yelling contests and an environment on the verge of hysteria, not only entertains but also forges a stronger relationship with the audience by emphasising the joy and excitement connected with the Greggs brand.
Celebrate Culinary Diversity
The commercial, directed by the acclaimed team That Jam and produced by The Gate Films, goes beyond ordinary marketing to become a celebration of Greggs’ “endless possibilities”. From morning delicacies to evening faves, the game show concept emphasises the brand’s flexibility, claiming that “everyone’s a winner” with Greggs.
This strategic emphasis on the diversity and accessibility of Greggs’ menu is reinforced by outdoor advertising (OOH) campaigns decorated with glitter and highlighting the number of ‘winning flavours’ offered throughout the day. The brand successfully depicts Greggs not just as a bakery, but also as a go-to food place at any time, appealing to a diverse audience with varying tastes and preferences.
Engaging Audiences across Platforms
Beyond the visual spectacle of television and movie advertisements, Greggs has effectively included interactive components into its campaign, bringing the “Bag some joy” experience to radio listeners. The ad uses a mini-game style to encourage audience interaction, ensuring that the Greggs message resonates across several media channels. This multifaceted strategy not only broadens the campaign’s reach, but also confirms the brand’s reputation for innovation and consumer focus.
The Strategy Behind The Spectacle
Greggs’ most recent advertising campaign is a deliberate combination of fun, engagement, and brand messaging. By reframing its motto as a game show, the brand not only engages its audience but also emphasises the range of its offers. This campaign demonstrates how traditional advertising boundaries may be stretched to create memorable, engaging experiences that connect with customers on a deeper level.
As the campaign progresses, it begs the question: who wouldn’t want to participate in such a joyful festival of food and fun? Greggs has skillfully strengthened its place not only as a bakery, but also as a cornerstone of British pop culture, with each visit promising not only food, but a bagful of delight.
