High street baker, Greggs, is enticing consumers to its stores with a new integrated marketing campaign, which includes a mobile app, bacon-sandwich and cappuccino aroma-emitting bus stops and revamped stores.
The so-called Taste Rescue campaign was devised by retail advertising agency Gratterpalm with the aim of raising awareness of Greggs to consumers whose taste buds have been dulled by bland food.
It includes a bespoke mobile app for Apple and Android phones that will allow consumers to see whether they need to visit a Greggs to ‘rescue their taste buds’. The app features Professor T Bud, a wacky scientist character and taste expert, created as the ‘face’ of the campaign. The Professor will check for failing taste buds by inviting the user to stick out their tongue to be scanned by the phone. If the reading reveals their taste buds could do with a pick-me-up, the mobile owner will be directed to their nearest Greggs.
The campaign also saw the creation of three scented bus stops. These will emit aromas of bacon sandwiches and cappuccinos, and suggest a case of ‘broken taste’ has resulted in a passer by being rushed to their nearest Greggs shop.
In addition, seven Greggs shops across the UK have been transformed into ‘Taste Rescue Centres’. External fascias and indoor POS have been updated to create new-look shops where customers can go to ‘mend’ failing taste buds dulled by the effects of bland food, said Greggs.
According to Gratterpalm, the campaign was developed using research and consumer insights, which revealed a need to give consumers the permission to enjoy the fresh taste of Greggs food safe in the knowledge it offers good quality products at reasonable prices.
Gordon Bethell, managing partner at Gratterpalm, said: “We have developed this innovative campaign with the aim of enhancing the Greggs’ brand personality and increasing consumer engagement. The media strategy has digital at the core and aims to connect with shoppers on-the-go. Greggs’ food researches highly on both taste and quality and, through the different elements of the campaign, we want to show consumers the irresistible taste of Greggs’ food is a pleasure consumers should not be denying themselves.”
The Taste Rescue campaign will run for a year, alongside Greggs’ current Home of Fresh Baking corporate branding.