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.
· 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