Greggs the Bakers is the reliable cornerstone of every British high street is famous for ardently offering honest pastries all year-long, until the brand chose to poke fun at itself with a classy Valentine’s Day stunt that would win big at The Drum Marketing Awards, held last night (3 April).
The activity, devised by Taylor Herring offered enthralled couples the chance to an in-store fine-dining experience through the Open Table platform. The move was in keeping with the brand’s push upmarket over the last few years that saw many outlets refitted to be more in line with the tastes of white collar consumers.
Playing off its classic menu, Greggs offered seasoned pork puff pastry sliders, love heart garnished bakes, brochette of doughnuts and Italian prosecco.
Selected shops will go all in with setting the scene at the baker, using music, evocative lighting and luxury cuisine.
At the time, Adrian Valeriano, vice president EMEA of OpenTable, commented: “We are really excited to be working with Greggs to deliver reservations for this unique Valentine’s dining experience. For fans of Greggs this is a one night only occasion and we didn’t want to miss out on the chance to help romance blossom on this exclusive evening.”
A Greggs spokesperson underlined that the event is only on the table for one night only, and welcomed new couples or those who have been married for 30 years.
— Greggs (@GreggsOfficial) January 29, 2018
Read the full menu below.
A composition of canapés - seasoned pork and puff pastry slider, steak & blue cheese en croute, katsu tortilla wrap, Mexican chicken chipotle spoon, béchamel toasted honey cured ham square and tomato gazpacho. Your choice of signature Greggs puff pastry parcel, freshly baked to order, accompanied by oven roasted spiced potato slices and a garnish of fresh Apollo and spinach leaves and sunblush tomatoes.
Dessert: A brochette of miniature doughnuts paired with a rich butterscotch flavoured dipping sauce.
Petits Fours and Coffee: Belgian dark chocolate brownie, raspberry and almond bite and caramel shortbread. Accompanied by freshly ground Fairtrade coffee made using our own unique blend of mild Arabica beans from Peru and Colombia and rich tasting Robusta beans from Tanzania.
To drink: Italian prosecco, soft drinks, still or sparkling mineral water.
Find out the full list of winners from this year's The Drum Marketing Awards, which included former Aviva marketing chief Jan Gooding being awarded the Lifetime Achievement Award.