#UndercoverCoffee with Greggs for Fairtrade Fortnight

Havas was challenged to build quality perceptions of Greggs’ coffee offer – particularly to Greggs ‘YFS’ (young, free and social) younger audience - leading to increased trial amongst new, lapsed and infrequent customers, whilst communicating Greggs’ Fairtrade coffee credentials.

We surprised and delighted bloggers and influencers with a ‘#UndercoverCoffee’ Fairtrade Fortnight coffee event. At the end of the event we revealed that the coffee and ‘Greggspresso Martinis’ the guests had been enjoying were actually from Greggs.

We also created a ‘find the coffee bean’ puzzle, a piece of content currently popular with mainstream media.

Additional blogger outreach, asking influential lifestyle bloggers to review Greggs coffee and compare it to high street competitors in a taste test piece, was another tactic to drive trial amongst a younger audience.

Results

·         25 blog posts, overall

·         62 blogger social posts

·         5 pieces of media coverage (including 3 national hits)

·         Combined reach of 50 million

·         88% of media and blogger coverage appeared in titles targeting Greggs’ YFS key typology 

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