The Nation’s Favourite Breakfast

Greggs is, and has been for some time, the Nation’s number one breakfast brand – home of the favourite Bacon Roll – and it was time to proudly shout about it. So the challenge was to make time-pressed Brits juggling hectic mornings see Greggs not just as an option, but the clear choice. A real breakfast for real mornings.

We ran with confidence. Every piece of creative proudly shouted ‘The Nation’s Favourite For Breakfast’, cutting through the noise and letting the stat do the talking. The visuals matched the confidence. Simple and striking and most importantly, immediately recognisable as Greggs. Delicious up-close shots of the iconic breakfast menu sat beneath the bold typography, putting the food – and the statement – front and centre.

The campaign is running over January and February across bus stops to telephone boxes, making sure the Nation’s Favourite statement lands everywhere people start their day.