Student brief: to create a campaign to change the public's perceptions of an existing brand.
Greggs often gets a bit of a mixed reception. Bakery? Fast-food outlet? Pie factory?
Harking back to its roots as a 1930s business set up by just one man, John Gregg, who delivered fresh loaves to his neighbours in Newcastle, this campaign aims to reassert Greggs as a homely, natural and wholesome brand that has decades of history in making proper, fresh bread. Using local vernacular to help galvanise consumer interest in and engagement with the campaign (what do you call yours - a cob, a barm, or a teacake?) and 1930s inspired visual style to emphasise the history of the brand and its thoroughly British background.
I created a print ad campaign that would run locally, encouraging passers by to engage and visit the dedicated microsite for the campaign, which both explained the history of the brand and encouraged interactions with voting on 'what do you call yours' and sharing to social media.