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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Greggs rolls out first campaign of the year following #TopSecretCoffee experiential experiment

High street food chain Greggs is positioning its new coffee blend as better than the average cup that can be picked up on the high street with a new campaign that kicked off with a nationwide taste test.

The brand recently took to the streets of seven cities across the UK to offer up a blind taste of its coffee, asking people to compare the coffee to their usual cup in a survey.

The participants, who were also filmed for the activity, were encouraged to guess the brand behind the blend via Twitter using the hashtag #TopSecretCoffee. The next day, the brand was revealed and they were all sent a voucher to get a free coffee.

Greggs also reached out to the food blogging community, hosting a similar sampling event with the aim of getting them to rethink their opinion of Greggs.

Graeme Nash, head of customer and marketing at Greggs explained: “Coffee is a big focus for us this year. As well as investing in above-the-line activity, we wanted to bring the campaign to life by actually putting the product in the hands of the public to gain genuine and honest feedback.

“This has been the biggest blind taste test Greggs has undertaken on the high street and it has enabled us to really challenge taste preferences and brand perceptions.”

The ‘Always Fresh. Always Tasty’ message is being pushed across radio and national press and being supported by PR, interactive mobile advertising and social media activity.

The coffee campaign was developed by Gratterpalm and Steel London, with Havas handling PR and Carat managing the media buying.

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