CreativeRace

We’ll help you understand what really drives the hearts, minds and spending patterns of customers. Because when you can be an integral part of their lives rather another distraction, you can outperform the market without having to outspend it.

Leeds, United Kingdom
Founded: 1979
Staff: 50
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Skills
Strategic Branding
Brand Consulting
Growth Marketing
Customer Experience
Creative
Creative & Design
Advertising and Promotional Campaigns
Customer Engagement Marketing
Design
Design Strategy

and 40 more

Clients
Asda
Greggs
William Hill
Harringtons Pet Food
Ritter Sport
NFU Mutual
Planet-U Energy
Well Pharmacy
DFS
Icelolly

and 22 more

Sector Experience
B2B Services
Food & Drink
Public Sector
Retail
FMCG
Financial
Leisure
Travel
Charity
Consumer Durables

and 22 more

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Greggs gives festive shoppers what they really want.

by Lauren Blackburn

The commercial challenge

Although one of the nation’s most popular high street retailers, Greggs is not always seen as a go-to destination at Christmas time. We needed to raise their festive profile to ensure the brand received the attention it deserved.

The human problem

People have enough to think about at Christmas without adding another retailer to their repertoire. So much festive activity is crammed in from the 1st December or even earlier, we had to give shoppers a very good reason to put Greggs on their Christmas list.

Our insight

At their best, Greggs makes life simpler for the nation. It’s an everyday pick-me-up, grounded in reality. Something that’s very much needed in the festive season, because, although Christmas is fun, it’s hard work.

From refreshing tired shoppers to taking care of sore party heads, and providing last minute tasty little gifts, we believed Greggs could give customers what they really want.

Our answer

Working closely alongside our colleagues in the Greggs’ marketing team, we evolved the distinctive blue theme that our designers had initially developed the previous year, and commissioned noted illustrator Jan Bielecki to produce stylised images of ‘real world’ cityscapes. Then, with bright, festive typography we brought to life the realities of Christmas in our product messaging, showcasing Greggs as an invaluable Yuletide solution.

Punch Above Your Weight

Our campaign was fully integrated, encompassing point of sale, packaging, digital screens, and gift cards. In the year of the pandemic and without ATL support, our in-store work helped Greggs outperformed their nearest rivals in this key period. In terms of year on year customer volume, Greggs beat Costa by 5%, KFC by 13% and Subway by 23%.

A Merry Christmas for Greggs’ and the platform for a Happy New Year.

Tags

POS
retail brand
fast food
Food & Drink
integrated campaign
packaging
digital screens
Illustration
food to go
Brand Design
seasonal campaign
Christmas 2020
christmas pos
point of Sale

Clients

Greggs