Greggs - Rebranding Event
Greggs has a mixed reception. Once a proper bakery, established in Newcastle in 1932, it has now become more of a fast food outlet which people associate with greasy pasties and pies. This brief was to create an event to contribute to rebranding a company, so Greggs seemed an ideal candidate.
The concept was to bring Greggs back to its roots. Greggs was started by John Gregg, who would deliver flour and yeast to families in Newcastle on his bike. The event would be to create a service whereby 'Johns' would deliver sandwiches on freshly baked Greggs bread to offices in city centres.
The entire rebrand would have a tongue in cheek retro feel to reassert Greggs' long-standing history as a British bakers, with cheeky imagery and strong use of type inspired by 1930s food packaging and adverts.
Customers would order sandwiches through an app - Where's John - which would allow them to track the delivery man's location. To promote the service, a microsite was designed which centred around the idea of different cities having different regional words to describe bread rolls - from bap to barm. Users were encouraged to vote for 'what they call theirs' to help John work out what to call his bread.
Print campaign to encourage city-dwellers to visit the site and vote.