The ‘Taste Rescue’ campaign aims to attract new customers to its breakfast meal deals, which include Fairtrade coffee.
Greggs has invested in growing its coffee offering over the last eight months, with the baker launching its first coffee shop in Newcastle last September.
Greggs, the UK’s second biggest fast-food chain by stores, will introduce new brand character Professor Gregg T Bud through a series of online videos. Each video will focus on exploring consumer food tastes and preferences and will be hosted on the brand’s campaign site.
Greggs will roll out an outdoor advertising campaign that gives consumers the option to smell either a fresh bacon roll or coffee. The outdoor push will span bust stops at locations in London< Manchester and Glasgow.
As part of the campaign several shops across the UK will be rebranded to ‘Taste Rescue Centres.’
Activity will be backed by a mobile app, the second from Greggs, which will feature a tongue scanner to determine taste levels and a ‘Taste Rescue Centre’ locator. It will also link to the baker’s social media page.
Earlier this year, Graeme Nash, head of customer and marketing at Greggs spoke about the brand’s crowdsourcing activity on Facebook as a key platform for understanding its consumers.
A spokesman from Greggs says: “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 customers may perceive.”
Greggs received an unexpected PR boost last month when Chancellor George Osborne admitting that he couldn’t remember eating at the chain. The comment was prompted by changes to UK tax law that will see businesses having to pay a tax on hot takeaway products from October.
The campaign was developed by creative agencies, Gratterpalm, Euro RSCG, outdoor company JCDecaux and media business Carat.