Greggs owned Veganuary. Again. They did this with less than 1% of the total Veganuary media spend from competitors, and in a crowded category, with over 650 new veganuary products launching that month. [Source: Nielsen AdDynamix, Jan 2020].
On launch day, the Greggs Vegan Steak bake was featured on Good Morning Britain, Lorraine and a host of other daytime TV and radio shows, as well as every national newspaper – everyone wanted to get their hands on it.
Greggs ended the month with all-time high brand metrics against competitors.
This campaign won the Gold award for Best Integrated Campaign at The Drum Roses in May 2020.