From the High Street to the Freezer Aisle

Greggs has always been the nation’s go-to for tasty, fresh, food-on-the-go, but now, the UK’s best-loved bakery brand is also breaking into the big shop, by expanding its frozen range. 

Greggs has launched in Tesco – the UK’s biggest grocer – to bring its iconic Sausage Rolls and bakes to an even wider audience and grow its frozen range. This launch builds on Greggs’ existing presence in Iceland, strengthening the brand’s position in grocery and helping drive its appeal across multiple channels and occasions. Their challenge, however, was that customers don’t expect to find Greggs in a supermarket freezer. In their minds, Greggs is readily available to be enjoyed on the move. So the ambition was clear: reframe Greggs as just as tasty and convenient at home as it is on the high street.

To succeed, we had to shift shopper perception from spontaneous street food to a planned freezer staple. We identified two priority audiences: frozen aisle regulars, who’d be delighted to discover Greggs if we gave them a reason to notice, and frozen aisle avoiders, who needed a big enough hook to divert them down a new aisle. Our strategy was simple: make Greggs easy to see, easy to consider, easy to find and easy to choose. All while staying unmistakably Greggs – playful, familiar and full of charm.

We built the campaign on the line: “Enjoy a slice of Greggs, straight from your freezer”, linking the much-loved Greggs high street experience with its new frozen home. To bring it to life, we created a playful world where Greggs colleagues appear inside Tesco freezers, serving up Sausage Rolls and bakes just like they would in a Greggs shop, reassuring shoppers that this was the same taste, quality and value they already loved, just now ready whenever they fancied at home.

Shot with a mix of live photography and CGI, the visuals are bold, unexpected and impossible to ignore – the perfect way to disrupt any autopilot frozen aisle shopper.

The launch rolled out across Tesco stores nationwide with a mix of in-store and digital touchpoints designed to capture attention at every stage. Freezer stickers, dividers and six-sheet motion screens took over at the fixture. Digital prompts appeared on Tesco’s website, with planned features in Tesco magazine keeping momentum going beyond store walls.

The campaign delivered a standout, ownable launch for Greggs’ Tesco debut, reshaping how people see the brand and proving the nation’s favourite  food-on-the-go retailer belongs in the freezer aisle just as much as on the high street. And with Greggs now visible in more grocery channels than ever, the brand continues to grow its appeal across multiple at-home occasions.