The partnership will see the London artistic company develop social-first content material for Greggs throughout each present and new social platforms
That Lot is in search of to construct a community of ‘ultra-loyal tremendous followers’ throughout social media | Photo credit score: Greggs
Greggs has appointed London-based That Lot as its Social Agency to increase model consciousness and drive social media engagement throughout its channels.
The 2,473-store UK bakery chain will work with That Lot to create participating, social-first content material to construct a community of ‘ultra-loyal tremendous followers’ throughout social media.
The partnership consists of activations throughout Greggs’ present social media channels, the place it has 738,000, 158,000 and 16,400 followers on Facebook, Instagram and TikTok respectively.
Alongside social technique and on-line content material creation, That Lot specialises in videography, stay social media broadcasting and podcasts.
“Social has all the time been an integral channel for constructing the Greggs model, how we’ve entertained and for creating the distinctive function that we proceed to play inside British tradition. With even larger artistic ambitions this 12 months to disrupt once more throughout present and new channels, what was equally vital to us all through the pitch course of, was discovering a crew with an amazing cultural match and primarily who simply obtained us immediately as a model,” mentioned Fiona Mills, Brand Communications Lead, Greggs.
Greggs’ earlier marketing campaigns have included partnerships with singers Lewis Capaldi and Sam Fender, collaborations with high-street retailer Primark and focused product promoting campaigns, most notably for the launch of its vegan sausage roll.
The bakery-café chain achieved 19.6% year-on-year gross sales progress to £1.8bn ($2.3bn) in 2023, pushed by supply and later opening hours. World Coffee Portal analysis reveals 44% of UK shoppers surveyed ordered from the bakery café chain final 12 months – up 5% on 2022 – with 55% holding a beneficial opinion of the model.
Weber Shandwick-owned That Lot additionally counts Jamie Oliver, IHG, M&S and Red Bull amongst its purchasers.
https://www.worldcoffeeportal.com/Latest/News/2024/February/UK-based-Greggs-appoints-That-Lot-to-manage-social
