Supercharging Joy at Christmas

Client: Greggs

’Tis the season for a battle of the taste buds! And against our biggest rival in the category, McDonald’s, Greggs faced a major challenge in winning over the 16-34 demographic. With a significantly smaller marketing budget, Greggs was losing out in the consideration game. Understanding that the decision to buy fast food happens quickly, Greggs knew they had to create a Christmas campaign that would leave a lasting impression.

With 25% of 16-34-year-olds feeling stressed and anxious each day, Gregg’s knew that to win over their hearts (and stomachs), they would need to bring fun and joy into their target audience’s lives through engaging content. And so their brand platform, “Bag some Joy”, was born.

Through a powerhouse collaboration with national broadcast media partners and a partnership with Global, we strategically targeted customers in a joyful mindset, using comedy and entertainment content to deliver our message. We took the joy of the festive season to the streets with visuals and messaging that associated Greggs with holiday bliss and created countless moments of joy through audio, visual, and experiential content.

The results were off the charts, with significant consideration and purchase intent increases. Greggs also had its most successful sales quarter EVER, with their media efforts delivering an outstanding ROI across all media.

Overall, the campaign showed that when it comes to spreading joy and driving results, Greggs is in a league of its own. Despite the challenges they faced, they rose to the occasion and left a lasting impression.