How we tempted hungry Greggs’ customers

Objectives

  • Raise awareness of the range of breakfast & lunchtime through an incentive marketing programme
  • Encourage trading up from single bakery items via instant win mechanic
  • Promotional mechanics

  • Prizes & Rewards

  • Entry & claim management

How we tempted hungry Greggs’ customers.

Greggs asked us to create an incentive marketing promotion with their agency, raising the profile of their breakfast and lunchtime meal deals to local communities. They wanted to show customers that Greggs really does offer a welcome break from their tired day-to-day food choices.

To encourage customers to trade up from a single bakery item to one of Greggs’ meal deals, we ran a nationwide scratch card giveaway with tiered prizes.

As well potentially winning an instant free food or drink item with their meal deal, customers were tempted to upgrade their lunch with the chance of landing top prizes including cinema vouchers, bikes, activity days and iPads – as well as once-in-a-lifetime experiences which tied in with their food, such as ‘Wake up and smell the coffee in Brazil’ or a ‘Go wild with Greggs in Kenya’ holiday for two.

Results

Over the course of the campaign 3,600,000 scratch cards distributed, resulting in a tasty 27% uplift in meal deal sales and 140,000 online visits.

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Results

3,600,000 scratch cards distributed 27% uplift in meal deal sales 140,000 online visits

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