Doughnut social media campaign scoops top awards for bakers, Greggs

New doughnut range promoted via social networks

New doughnut range promoted via social networks

A social media campaign for high street bakers, Greggs, which promoted the launch of a range of doughnuts, has won two top awards.

The campaign – Greggs Superstar Doughnut Awards – won a gold and silver award at the Digital Impact Awards. It was created by digital marketing agency Steel London and was Greggs’ first foray into social media.

The idea was to mobilise Greggs’ fans by entertaining them to such a degree that they naturally spread the word and became powerful brand and product ambassadors. 

Steel ‘brought the doughnuts to life’ through social media by turning them into superstars on Facebook, Twitter and YouTube. They led ‘real’ lives, with jobs, friends, back stories and they competed to be crowned ‘The Greggs Superstar Doughnut of the Year’.

Despite being executed with a limited budget, the campaign won gold for ‘Best use of digital in the food & beverages sector” and silver for ‘Best use of digital in the retail sector’. 

The judges said: “Steel approached the Greggs campaign via the most difficult method – creating a viral social media campaign – and it succeeded. This shows good innovation and in-depth understanding of the product, the audience and social media.” 

The campaign contributed to Greggs reporting sales up by 4.6% and in five weeks it generated:

  • 1.5m doughnuts sold 
  • 13m impressions across Facebook and Google Search 
  • 150,000 visits to [+13% MoM] 
  • 47,000 YouTube views
  • 21,000 visits to the Superstar Doughnuts campaign hub
  • 11,000 new fans on Facebook
  • 6,000 new email sign-ups
  • 4,000+ Twitter followers and over 600 conversations
  • 1,000s of doughnut vouchers claimed on #DoughnutDay
  • 1 unsolicited song written by an MTV-nominated artist


Moray Twaddle, marketing manager, Greggs, said: “Our Superstar Doughnut campaign provided us with an innovative and effective campaign that created record levels of engagement across our digital audiences and complemented our in-store campaign activity. We wanted to do something different to generate awareness of our new range of Doughnuts and position them as fun and relevant products, so that people would reappraise Greggs’ sweet offer. We certainly achieved these aims – and had a lot of fun as well.”


Andy Hinder, Steel’s CEO, said: “The success of our campaign is stark evidence, that when done right, social media has the power to have a direct and positive impact on sales and improve financial results without breaking the bank.”


Andrew Thomas, Digital Impact Awards, said: “This year’s awards saw a 54% increase in entries and all entries were of an incredibly high standard. So for Steel to have won both Silver and Gold for the Greggs Superstar Doughnut Awards campaign means they showed real creative flair, strategic insight and strong execution skills.”