The partnership will see the London creative agency develop social-first content for Greggs across both existing and new social platforms.
The lot is looking to build a network of “ultra-loyal super fans” across social media.Photo credit: Greggs
Greggs has appointed London-based That Lot as its social agency to increase brand awareness and drive social media engagement across its channels.
The 2,473-store British bakery chain will work with That Lot to create engaging, social-first content and build a network of “ultra-loyal super fans” across social media.
The partnership includes activation across Greggs' existing social media channels, with 738,000, 158,000 and 16,400 followers on Facebook, Instagram and TikTok, respectively.
Alongside social strategy and online content creation, That Lot specializes in videography, live social media broadcasts, and podcasts.
“Social has always been an essential channel for building the Greggs brand, how we entertain and the unique role we continue to play in British culture. We have even bigger creative ambitions to be disruptive again across existing and new channels, and what was equally important to us throughout the pitch process was having a great cultural fit and fundamentally It was about finding a team that would buy us as a brand right away,” Fiona said. Mr. Mills, Brand Communications Leader, Mr. Greggs.
Previous marketing campaigns for Greggs have included partnerships with singers Lewis Capaldi and Sam Fender, a collaboration with luxury retailer Primark, and targeted product advertising campaigns, particularly the launch of a vegan sausage roll.
The bakery-café chain achieved sales of 1.8 billion pounds ($2.3 billion) in 2023, up 19.6% year-on-year, driven by delivery and later opening hours. According to a study by World Coffee Portal, 44% of UK consumers surveyed ordered this bakery-café chain last year, an increase of 5% compared to 2022, and 55% have a favorable opinion of the brand. I have an opinion.
That Lot, owned by Weber Shandwick, also counts Jamie Oliver, IHG, M&S and Red Bull among its clients.