Intro

In the competitive "Food on the Go" category, Greggs has maintained remarkable growth despite being outspent by larger global chains. During a challenging cost-of-living crisis, the beloved UK bakery chain embarked on an ambitious expansion strategy—opening new stores, extending trading hours, and introducing innovative purchasing methods. The key to unlocking their growth potential? Their mobile app.

This case study demonstrates how we partnered with Greggs to transform their digital approach, driving performance in the immediate term while establishing long-term foundations for future growth—perfectly aligning with our ethos of performing and transforming for our clients.

The Challenge

Greggs had identified a clear opportunity: customers who used their app demonstrated higher frequency of visits and greater average spend. The company set an ambitious objective to significantly increase app users, not only to drive immediate sales but to build lasting customer relationships and higher revenues.

However, awareness presented a major hurdle—most consumers didn't know Greggs had an app, let alone understand its benefits. Greggs needed a strategic partner who could effectively communicate their app's value proposition to a diverse audience, particularly the digitally-engaged 16-34 demographic. This required a solution that would cut through digital noise and create genuine engagement with potential users.

Insight

The ongoing cost-of-living crisis created a perfect environment for Greggs' app proposition. Consumers were actively seeking savings and value, and the app's loyalty points system and exclusive offers provided exactly that for beloved Greggs products.

Research from the IPA Databank revealed compelling evidence supporting our approach:

"Campaigns that use newsbrands continue to be significantly more likely (+37%) to drive very large increases in share growth, attract new customers (+50%) and increase loyalty among existing customers (three times higher than campaigns without newsbrands)."

This data point validated our strategy to leverage news brands as powerful vehicles for building awareness and driving action among value-conscious consumers.

Strategy

We developed a multi-faceted strategy focused on communicating a clear value proposition: download the Greggs app and receive a free steak bake and coffee—a compelling, immediate reward that perfectly demonstrated the app's ongoing value.

Our strategic approach centred on:

1. Maximising Reach: Targeting hardworking commuters and value-seekers across multiple touchpoints
2. Simplifying the User Journey: Creating seamless pathways from awareness to download
3. Leveraging Trusted Media: Using established news brands to add credibility and reach
4. Combining Print and Digital: The IPA research showed campaigns using both print and digital news brands are three times more effective

By partnering with Mail Metro Media, we gained access to their substantial reach and particular strength with the 16-34 demographic—a crucial audience for digital app adoption.

Execution, Solution and Innovation

Our innovative approach combined traditional media power with digital engagement techniques:

Print Innovation:

• High-impact mini wraps and chequerboards
• Guaranteed page 2 placements for maximum visibility
• Consistent creative messaging highlighting the free offer and app benefits

Digital Activation:

• Full site takeovers across Mail Metro Media properties
• Homepage dominance strategies
• Interactive high-impact formats driving direct engagement
• Streamlined user journeys from awareness to App Store download

The campaign execution was carefully orchestrated to build awareness through print formats while digital touchpoints facilitated immediate action. This integrated approach ensured consumers not only learned about the app but were efficiently guided to download it.

The creative execution highlighted the immediate reward (free steak bake and coffee) while also communicating the long-term value proposition of the app's loyalty features—addressing both immediate gratification and sustained engagement.

Result and Business Effect

The campaign delivered exceptional results across awareness, engagement, and business metrics:

• Greggs achieved the #1 position in both Apple and Google App Stores during the campaign period
• The company hit its annual app download targets
• Brand awareness metrics showed nearly 90% of Mail Metro Media readers were now aware of the app—a 35% uplift compared to non-exposed audiences
• 63% of those exposed to the campaign reported considering downloading the app

The campaign's effectiveness was further validated when it won Newsworks' "Ad of the Month" and later the prestigious "Ad of the Year" award for 2022.

Beyond these immediate metrics, the campaign established a foundation for Greggs' ongoing digital transformation. The expanded app user base created new opportunities for personalised marketing, data-driven insights, and enhanced customer relationships—all critical components for future growth in an increasingly digital marketplace.

This case study exemplifies our commitment to looking beyond immediate performance to create transformative solutions that drive sustained business growth, even in challenging economic conditions. By identifying the right strategic media partnerships and executing with precision, we helped Greggs turn a mobile app into a powerful engine for business growth and customer loyalty.