Greggs | Greggs X PlayStation

BACKGROUND

In a one-of-a-kind collaboration, Greggs and PlayStation, two of the best-loved brands in the UK came together to mark a cultural defining moment – the launch of PlayStation 5.

Greggs, a brand known for making people smile, recognised that in 2020, fans needed a pick-me-up more than ever. So when PlayStation UK approached Greggs to deliver a partnership in celebration of the launch of the PS5, Greggs knew this was the perfect opportunity to raise spirits across the UK in a unique and unexpected way.

And as the lead strategic and creative agency for Greggs, Drummond Central were appointed to bring this partnership to life in the way they deliver every Greggs campaign.


TARGET AUDIENCE

PlayStation research identified that console owners are nearly twice as likely to purchase Greggs than the general 18-34 population. For Greggs, this presented the perfect opportunity to engage and resonate with this younger generation of gamers. Likewise for PlayStation, this presented the perfect opportunity to engage with a nation of pastry lovers, beyond their typical audience network.

We knew that gaming cliches and puns just wouldn't cut it – gamers are about much more than that now. To resonate with audiences and fans of both brands, this partnership had to deliver on a higher level – it had to be witty, informed and above all, have a premium image.


CLIENT CHALLENGE

Bringing two brands together, who were from such different industries, proved a challenge initially. And neither brand wanted to deliver a gimmicky campaign that could have the potential to turn off audiences. This was a partnership to support the launch of the PlayStation 5 and so needed to deliver on the same level.

Another challenge for Greggs was how they could engage in this new console launch when Greggs is a brand for everyone and not everyone can afford to spend £500 on a new console. But still wanted to ensure all 18-34 year olds could get involved in this cultural moment.

Both brands were conscious that the moment of celebration had to be universally enjoyable. It couldn't encourage customers to shop unnecessarily, and had to deliver something that could be achieved should Covid restrictions change suddenly.


AGENCY SOLUTION

A carefully plotted, multi-phased campaign was developed, with both brands working in unison across owned and earned channels to tease and launch an evolving narrative, where the brands regularly crossed into each other’s worlds.

From day one, both brands had an ambition to create something memorable and collectable that allowed fans to be part of a day in history. This led to the creation of the Greggs | PlayStation Launch Box – a once-in-a-lifetime offer, only available to the first 30,000 fans. Given the backdrop of Covid – it had to be something everyone had the chance to own.

The Launch Box consisted of four of the best-selling Greggs products, packaged in a luxury presentation box, complete with a dual-branded sleeve that mirrored high-end console product packaging. It was released on 19 November as ‘the other big launch of the year’ and made exclusively available through Just Eat. Fans could order a slice of the PS5 action straight to their door, meaning they wouldn’t have to leave their gaming chair to enjoy it.

Taking cues from major global tech launches, it started with a tease. A reimagination of the PlayStation shapes using Greggs favourite products, set against the iconic PlayStation blue, with nothing else except the line ‘The future is tasty’.

Launched a week ahead of the PS5 at statement OOH sites and owned social media channels, the tease was met with instant online speculation.

Two days later, it was followed by a short reveal video, which shared another piece of the puzzle – the two brand marques and the date 19.11.20.

Then the Greggs | PlayStation Launch Box was announced with a tongue-in-cheek ‘unboxing’ video on the PlayStation Access YouTube channel – a homage to the many hugely popular tech unboxing videos found online. It featured an exclusive, limited-edition version of the Launch Box, and was filmed as though it were a console, using witty nods to Greggs, including references to the Sausage Roll’s ‘sausage delivery system’.

The limited-edition Launch Box was delivered to gaming content creators and social influencers on the morning of the PS5 launch to capture peak attention. One called it “the best thing I’ve seen this whole year…”.

The overall campaign was a unique celebration of two of the UK’s best-loved brands, a cross-over that surprised both audiences, underpinned by both partners’ clever wit and humour.


THE RESULTS

For both Greggs and PlayStation, this activity was about delivering a moment that would build excitement, create engagement and be something 18-34 year old fans of both brands, media and influencers would talk about.

The Launch Box deal on Just Eat secured Greggs the 2nd highest ever weekly page viewing figure since Greggs launched on Just Eat.

Launch Box drops had a combined reach of 3.5m+ across influencer social channels.

The PlayStation Access Unboxing video had 992k impressions, achieving an average engagement rate (AER) of 8.9% (industry benchmark 0.064%-1.18%).

Greggs achieved an organic social reach of 3.5m+ impressions, 6.9% AER. (Industry benchmark 0.064-1.18%). (Source: Facebook, Twitter, Instagram).

Paid-for social content engagement rates significantly exceed platform benchmark engagement rates, with the highest engagement rate of 37.13%. (Industry benchmark 1-2%) (Source: Carat).

YouGov's Brandindex reported that Greggs' Buzz Score (a net measure of whether consumers have heard anything positive or negative about the brand) amongst 18-34 ear olds increased by 19pts on launch day. [Source: YouGov].

On launch day, Greggs Buzz Score amongst Just Eat customers doubled. [Source: YouGov].

In a month where McDonald's and Subway were seeing declines in brand metrics for 18-34 year olds, Greggs Buzz Score increased by 23%.

Greggs became the most considered food-on-the-go brand among gamers for the month of November, rising five places, knocking Mc Donald's off the top spot and jumping ahead of Burger King in 7th.

The launch of the PS5 was the most successful UK console launch of all time (Source: GfK Chart-Track Data, November 2020).

PlayStation led the cultural conversation - with PS5 becoming the most successful entertainment launch of 2020 - The day after launch, the Greggs | PlayStation partnership was named the No.1 Coolest thing of the week by GQ Magazine. Pipping Beats by Dre and Star Wars to the coveted top spot. The ultimate proof that Greggs and PlayStation UK created a cultural moment.