The new TV ad features Greggs employees and a new strapline called ’The Home of Fresh Baking’, aiming to put customers firmly in touch with Greggs baking roots.
It will launch on satellite and terrestrial channels from today (23 February).
Greggs is also launching a new consumer and corporate website, national print and magazine advertising, radio, in-store POS, new staff uniforms and national and regional PR.
The campaign will be the first work developed by Gregg’s new team of creative agencies, which was formed in the latter part of 2009 by Greggs customer & marketing director, Scott Jefferson.
Gratterpalm devised the creative and the TV campaign. Media planning has been handled by MediaVest, with website design, development and outreach by Steel and PR by Biss Lancaster.
Jefferson says: “We care passionately about our freshly baked food, and are very proud of its quality and freshness. When we were developing our campaign we realised that the food and the 19,000 people who work in the business are truly Greggs unsung heroes, so we simply had to build a campaign that would celebrate this.”
RPM3 created the first national television advertising campaign for bakery chain Greggs in 2004 focusing on the freshness of the products and carry the strapline ’It’s the way we bake it that makes it’.