When it comes to Greggs, there is a certain amount of fandom that really catches fire when you launch something new on the menu. But when it comes to a new iteration of the iconic Sausage and Vegan Sausage Rolls, things really kick up a gear.
Knowing that fans would be desperate to get their hands on the new Chicken Roll, we leaned into the Trilogy concept hard and created a secret menu drop as part of a one-of-a-kind Greggs hidden beneath a VHS video store in London.
Harking back to the OG sausage roll’s retro cultural prominence in the 90s, offering fans the chance to queue up and be the first to taste-test before it hits shops nationwide.
With fans flocking from across the UK to make the pilgrimage to the pastry gods, we invited media and influencers to be part of the party and experience a fully immersive experience, with exclusive previews paired with retro-inspired cocktails and mocktails, all set against shelves of VHS tapes and throwback, nostalgic design.
A super-targeted press office strategy supported the launch, which started with social-first teasers followed by a PA exclusive. We put the product directly into the hands of top-tier media to drive first-person reviews and taste tests.
And the results have been suitably Hollywood epic. From nationals to broadcasters, the campaign generated over 500 pieces of coverage and secured a 25% share of voice against key competitors.
What’s more, social buzz peaked during the event itself, with content spreading like wildfire across platforms and driving over 120 million opportunities to see and debates raging on which of the three is the king of the rolls.
All in a super successful launch with first day in-store sell-outs, queues, and a new product firmly embedded as the next chapter in Greggs’ and British baked goods’ history.
