When Greggs told us it was launching a new Vegan Sausage Roll, we knew instantly that this would be BIG news for both the media and consumers alike.
The launch of the product followed high demand from customers, following a PETA petition last year (signed by 20,000 people) and we wanted to create a launch befitting of this cultural moment in time: this is a big deal - a Greggs Vegan Sausage Roll was a real sign that veganism was now mainstream.
Havas developed the creative concept, and in partnership with Splendid Communications and the wider Greggs marketing team, formulated an integrated PR and social campaign that would position the launch as such.
Our concept was to create an Apple iPhone-style launch, complete with a short 'spoof tribute' video in the exact style of an Apple advert, a brand known worldwide for its ability to drive mass anticipation for a new, exciting product launch.
The video was shared with media the day before launch via a physical video brochure, as well as samples of the new product, which were delivered in Greggs branded, iPhone-style phone boxes.
The reaction to the news has been huge, with over 400 pieces of media coverage landing in 48 hours and Greggs trending #3 on Twitter.
The launch sparked mass debate amongst the public, with celebrities like Piers Morgan and Ricky Gervais even joining in the conversation. We also arranged for Good Morning Britain, Lorraine and This Morning to taste test the products live on air, with rave reviews!