Drive awareness and engagement around Greggs coffee range and boost sales by showcasing the quality and breadth of choice.
We started with the key audience insight that choosing the perfect coffee is like finding a lover – everyone is different, and there are lots of different attributes to make yours the one for you. That's why the campaign had a simple message: get it hot, get it fast, get it flat, get it on its own, get it with something else – it doesn't matter, just… #GetYours at Greggs.
To launch the campaign, we created videos of the Greggs coffee range brought to life as stereotypical lovers in order to dramatise the characteristics of the coffees:
The espresso became a small but quick Italian man.
The flat white was brought to life as an uber-trendy hipster, obsessed with Instagramming his daily fix.
The cappuccino was perfectly personified by a bubbly girl who was larger than life and sultry.
And a series of GIFs playing on inescapably cheesy dating one-liners kept the conversation going on social channels.
To reach a wider audience, we used social listening to find our most engaged coffee-loving influencers and gifted them a personalised travel cup. They were invited to show us how they 'got theirs' on social media in exchange for their favourite coffee.Coffee-loving journalists were also sent the personalised cups and were encouraged to try the coffee for themselves.
Greggs now sell over 1m cups of coffee every week
78% awareness of Greggs coffee, 4% uplift YOY
Engagement rate of 2.4% across Facebook and Twitter (beating the industry benchmark)
2 million social impressions
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