Cheeky Greggs reverses shop logo to capitalise on Fenwick's Christmas window display

The steak bake purveyor has reversed the letting atop its Northumberland Street branch for the festive season / Greggs/PA

Greggs has never been shy of a cheeky Christmas marketing stunt, but this year it has truly outdone itself – flipping around its shop logo to capitalise on the popularity of Fenwick's famous Christmas window display opposite in Newcastle.

The steak bake purveyor has reversed the letting atop its Northumberland Street branch for the festive season.

At first, the ordering may seem perplexing to passers-by, but the move has ensured that the reflection of its orange, blue and white marque takes pride of place in the department store's glittering window scene.

Fenwicks, which gathers a crowd outside every year for the unveiling of the display, decided to theme the exhibit around the magical children's book The Snowman.

Now though, amid carefully-curated images of the carrot-nosed character and magical snow-topped props, there shines a bright Greggs-shaped logo. The timing beautifully dovetails with the impending launch of the fast-food chain's 2018 Christmas menu.

The ploy also ensures that every photo taken of Fenwick's display will also contain a reflection of the baker's logo, while the mirror-image letting also makes it easier for users to take a proud selfie outside Greggs.

Last Christmas, the baker created a storm in a polystyrene cup after replacing baby Jesus with a sausage roll in a nativity scene.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.