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Rock and Sausage Rolls


Two local heroes joined forces when Greggs teamed up with Sam Fender ahead of his glorious homecoming gigs at St James’ Park in Newcastle.

The Greggs shop on Grainger Street was converted into Fenders Unplugged - a combined music venue and shrine to Sam, decked out with memorabilia, inspirations, and even his half-eaten Sausage Roll. Fender fans were left in no doubt that this was the tastiest way to warm up for the shows.


Greggs announced the event on socials, with 240 tickets up for grabs, and a lip-smacking selection of Sam’s favourites on the rider,  including Sausage Rolls, Steak Bakes, Pizzas and more. Fans could even sup on Sam’s favourite tipple, with bottles of Newcastle Brown Ale on offer.

And of course, it’s not a party if it’s not loud. So to get everyone into gig mode, Fenders Unplugged hosted a hand-picked selection of talented artists, including Bugman, The Peevie Wonders, Kay Greyson, Cortney Dixon and Chintzy Stetson.   


From bespoke merch, full shop wrap, and customised signage – inspired by the brilliant Neal Fox – the activation was a massive hit in the centre of an already buzzing city.

Working with Greggs, Hope & Glory PR and production company Jubba, our talented team here at Drummond Central helped to make Fenders Unplugged a totally unforgettable experience.