Greggs Marketing Challenge 2019 - Teesside University

1. GREGGS MARKETING
CHALLENGE 2019 –
TEESSIDE UNIVERSITY

2. BRAD WALKER – BRAND MANAGER
CONNOR RINGWOOD – MARKETING DIRECTOR
TALENE BEYASLIAN – CEO
CHLOE PLATTEN – FINANCE DIRECTOR
TOM HOYLE – OPERATIONS MANAGER
MEET THE TEAM

4. (Snowdon, 2018) a
lifestyle blogger,
illustrated how the
trend originated
from Instagram in
2017, promoting a
healthy lifestyle
BIRTH OF THE
‘BEST LIFE’ -
2017

5. BEST LIFE IN 2018 –
HOW DID IT
EVOLVE?
MATERIALISM
#BESTLIFE

6. THE BEST LIFE TODAY
SHIFTED FROM MATERIALISM TO
EMBRACING INDIVIDUALISM
#BESTLIFE IS YOUR
LIFESTYLE
OVER 2 MILLION
TWITTER HASHTAGS

7. THE BIG IDEA

9. AUTHENTICITY
CREATIVENESS
UNDERSTANDING
WHAT WE STAND FOR

10. SNAPCHAT FILTERS – DIGITAL EXPERIENCE – CREATIVITY
Example of Christmas filter
Millennials want
innovative and
original content on
social platforms
CREATIVITY

11. INSTAGRAM POSTS - DIGITAL EXPERIENCE – CREATIVITY
Example of Christmas
post
TO CREATE A BUZZ
AROUND
#GREGGSLIFE BY
REPOSTING USER-
GENERATED CONTENT
CHRISTMAS ADVERT
NAUGHTY AND NICE
TO BEGIN DECEMBER
2019
FOCUS ON
EMOTIONAL
INFLUENCE
THROUGH HUMOUR
INTRODUCE
COMPETITONS TO
ENCOURAGE
INTERACTION. FOR
EXAMPLE, BEST
USER-GENERATED
CONTENT WINS
GREGGS VOUCHER

12. FACEBOOK & TWITTER - DIGITAL EXPERIENCE – CREATIVITY
#GREGGSLIFE
Example of Christmas post
FACEBOOK AND TWITTER
WILL ALSO UTILISE THE
#GREGGSLIFE BY
REPOSTING USER
GENERATED CONTENT
FACEBOOK IS THE
MOST POPULAR
SOCIAL PLATFORM
(Mintel Oxygen,
2017)- INCLUSIVE
MIRRORED
CONTENT ACROSS
ALL SOCIAL
PLATFORMS –
CONSISTENCY

13. YOUTUBE – DIGITAL EXPERIENCE - AUTHENTICITY
Use YouTube to
emotionally connect
The banned Iceland
advert on Palm Oil sits
at around 6million
views
Fastest growing
platform
forecasted to
reach 1.86 billion
global YouTube
users by 2021.

14. YOUTUBE – DIGITAL EXPERIENCE – AUTHENTICITY
CEO of Greggs explains what Veganism means
to him!
10,000 views – 1 week ago
Every week, our Greggs’ family discuss their
journey towards who we are today.
CEO of Greggs explains what…
HEARING PERSONAL
STORIES ALLOWS
AUTHENTIC
EMOTIONAL
CONNECTION
RELATABLE CONTENT GIVES
FACES AND STORIES TO
THE FAMILY-FOUNDED
BUSINESS GREGGS THE
BAKERS
YOUNG PEOPLE DESIRE
TO BE THEMSELVES –
EVEN THOUGH THEY
FEEL PRESSURED BY
SOCIETY
PROVIDE RELATEABLE
ORIGINAL CONTENT
AUTHENTICITY

15. YOUTUBE – DIGITAL EXPERIENCE – AUTHENTICITY
Watch our CEO’s story!
Link in description #GreggsLife
‘Veganism to me is more than just
a dietary preference, it’s a lifestyle’
Watch how Beth from our purchasing
team looks for ethical product sourcing!
Link in description #GreggsLife
‘Veganism to me is more than just
a dietary preference, it’s a lifestyle’
‘Ethical sourcing is the most important
factor at Greggs, it has not only shaped
my work life, but my over-all perspective’
YOUTUBE CONTENT CAN
ALSO BE USED FOR SOCIAL
MEDIA POSTS –
HUMANISING GREGGS AS A
BRAND

16. AMEND THE LOYALTY
SCHEME BY ALLOWING
EACH ITEM BOUGHT FROM
GREGGS TO ACCOUNT
TOWARDS A TAILORED
REWARD
UNDERSTANDING
APP DEVELOPMENT– DIGITAL EXPERIENCE – UNDERSTANDING

17. Eligible for click
and collect!
INTRODUCE CLICK AND COLLECT
INTO STORES AND A CLICK AND
COLLECT LOCKER. THIS WILL
ALLOW FOR A SMOOTH
TRANSITION FROM DIGITAL APP
TO IN STORE EXPERIENCE.
UNDERSTANDING
APP DEVELOPMENT– DIGITAL EXPERIENCE – UNDERSTANDING

18. CLICK AND COLLECT – MIRRORED IN-STORE
EXPERIENCE
• Click and collect system operates via a temperature-regulated locker
system, located inside the store.
• John Lewis have utilised a temperature moderated locker
system for their click and collect food orders.
Over 50% of John Lewis’ click and collect
orders are collected this way.
QUICK AND CONVENIENT
• Locker manufacturer ‘Apex’ offer a range of heated and
cooled locker services.
Can be used
both inside
and outside of
stores.

19. CLICK AND COLLECT – UNDERSTANDING
Millennials want new
distribution channels to
fit around their lifestyles.
CONVENIENCE
Average waiting time
during busy periods, 4
minutes and 20 seconds.
Based upon a range of
Greggs visits.

20. CLICK AND COLLECT CONCEPT IN ACTION

21. ACTION PLAN
SOCIAL MEDIA POSTS YOUTUBE/INSTAGRAM/FACEBOOK/TWITTER POSTS.
COMPETITONS AND USER GENERATED CONTENT TO
CREATE A BUZZ AROUND #GREGGSLIFE
SEPTEMBER 2019 TO RUN
CONTINUOUSLY
SNAPCHAT FILTERS CREATIVE AND INTERACTIVE SNAPCHAT FILTERS TO
ENGAGE WITH YOUNG PEOPLE
SEPTEMBER 2019; THEN BECOME
SEASONAL FOR HALLOWEEN,
CHRISTMAS ETC
APP DEVELOPMENT AMEND LOYALTY SCHEME AND REWARD SYSTEM SEPTEMBER 2019 TO BE REVIEWED
MONTHLY
CLICK AND COLLECT INTRODUCE CLICK AND COLLECT TO THE APP AND
IN STORE LOCKERS
SEPTEMBER 2019 FOR 6 WEEK TRIAL
PERIOD
CHRISTMAS POSTS SOCIAL MEDIA POSTS AND SNAPCHAT FILTERS WITH
SEASONAL FEATURES.
NOVEMBER – DECEMBER 2019

22. AUTHENTICITY
CREATIVENESS
UNDERSTANDING
SUMMARY

23. THANKYOU FOR LISTENING, ANY
QUESTIONS?