The company will focus on tactical radio, press, social media and local store activity for the rest of 2011. The shift follows the brand-building campaign launched in 2010 that introduced the ’Home of fresh baking’ strapline.
Greggs reported a 2.1% rise in sales to £662m for the year ending 1 January. Growth was driven by new stores as like-for-like sales, which exclude new stores, remained flat.
The chain is investing in new store openings and refurbishing existing outlets with a new shop-fit concept. It has also extended its breakfast and coffee menu.
Announcing results last week, chief executive Kennedy McMeikan said: “Greggs has a clear vision to be the number one for sandwiches and savouries.
“While 2011 will see further pressures on consumer spending our strong value positioning, excellent products, outstanding staff and clear strategy for growth mean that we are well-positioned to deal with this challenging environment.”