Greggs calls on Facebook and Twitter fans to get charity single into Xmas charts


By The Drum Team, Editorial

November 25, 2011 | 3 min read

Greggs the Bakers is looking to make the Christmas charts this year, enlisting customers to help write a charity single to raise money for Help the heroes.

Festive Jake, the Festive Bake

The crowd sourced project, spearheaded by digital agency Steel, aims to interact with fans of Greggs on Facebook and Twitter through newly created character Festive Jake, the Festive Bake. Up and coming indie band ‘Silvers’ will record the track and write the chorus but the lyrics for the verses will be co-written by the 290,000+ Greggs Facebook and Twitter fans.

Ken McMeikan, Greggs chief executive, said: “Goodness only knows it’s been a tough year for people in the UK and the news on a daily basis can be pretty depressing. We wanted to do something a bit fun and imaginative and at the same time raise as much as we could in support of our Armed Forces and their families for whom Christmas can be a difficult time. Our fans on Facebook are wonderful and full of great ideas and energy. I have no idea how the single will turn out but with the help of our fans and Silvers... who knows, we might even make Christmas number one!”

Fans are asked to write on the Greggs Facebook wall or Tweet using #NotTheXmasNo1 telling Greggs about what makes Christmas special for them, whether that’s mum’s Christmas dinner, decorating the Christmas tree, their kids’ faces as they open their gifts, or granny’s knitted scarves.

Nick Bennett, digital creative director at Steel, said: “"The era of the 'end user' is over. The rise of the social web has created a shared medium between brands and consumer.

“Our co-created Christmas campaign is all about planning 'with them' not 'for them'. What better way to celebrate Christmas than writing a Charity single with our 290,000 fans. It's social entertainment, not advertising."

The deadline for submitting responses is Sunday 27 November, with the lyrics then collated and used to create the single titled ‘Not the Christmas Number One’ which will be available to download from iTunes from Monday 19 December, with all profits going to the charity Help for Heroes.

Content created with:

Steel london

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