SUMMARY
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.
Greggs and PlayStation UK teased an unsuspecting nation, hinting at what fans would eventually call ‘The collab of the century’. The activity built up to the ‘other big launch of 2020’ – the Greggs | PlayStation Launch Box. A win for Sausage Roll and gaming fans alike, offering a selection of Greggs favourites in limited-edition, dual-branded packaging.
DIAGNOSIS, OBJECTIVES AND STRATEGY
Launching the PS5 in the same month as competitor console, the Xbox Series X/S, activations had to resonate with core gamers and generate mass consumer awareness to drive preference. A partnership had to deliver the right balance of convincing committed gamers to choose PlayStation, whilst signalling to the wider market that the brand was the major player in the console space.
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 while reminding Sausage Roll fans that Greggs is a brand for everyone.
The Greggs brand is loved for its irreverent sense of humour and for delivering those unexpected moments that no other food-on-the-go brand can (remember the celebrated launch of the Vegan Sausage Roll?). It was this sense of delivering the unexpected to a shared audience that inspired both brands to create something different, something that would capture attention and build conversation.
Together they shared ambitious objectives:
● To create a unique, culture-defining moment in celebration of the launch of the PS5.
● Build a campaign that crossed over into each other’s worlds to reach and engage a shared audience.
● Deliver a multi-layered, truly mouth-watering event for their shared audience of British 18–34-year-olds, delivering PR and earned media for both brands.
● Disrupt conversation and become a moment that’s talked about by fans, influencers and media.
It wasn’t without its challenges.
In 2020, Greggs’ customer numbers were down, product launches put on hold and reductions made to menus. They knew they had to deliver an activation that gave both new and existing customers a different reason to get excited.
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.
It was no mean feat, but our strategy was simple. We tapped into iconic brand cues from both brands to capitalise on a shared cultural moment in a way that could only be executed by Greggs and PlayStation. We built hype and anticipation to fever pitch, celebrating the other big launch of 2020 – the Greggs | PlayStation Launch Box.
From a strategic perspective, it was crucial that this campaign delivered more than a clever image and provided significant consumer engagement opportunities. 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. A three-phase strategy was developed and executed during November 2020.
CREATIVE EXECUTION
This partnership had to deliver something for pastry fans and gamers alike. Excitement around the launch of the PS5 was building across the nation – it was the biggest console launch since 2013.
From day one, both brands had an ambition to create something special, 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 ordering through Greggs’ exclusive delivery partners, Just Eat.
How fans could get their hands on one was a key piece of the strategy, 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’.
Greggs and PlayStation UK worked in unison to deliver a phased campaign, with each phase raising the level of anticipation and excitement.
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 around what the image could mean. Two days later, it was followed by a short reveal video, which brought the tease to life and 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 Launch Box was simultaneously announced to an unsuspecting public using OOH and digital channels, 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. The packaging was designed as a collector’s item, , wrapped with the Greggs and PlayStation hero image and the date.
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.
EFFECTIVENESS
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.
Coverage:
● The tease phase of the campaign delivered a social reach of 1.3m, with the OOH ads reaching an estimated 1.5m adults.
● The partnership reveal video was viewed 140k times.
● The launch of the deal achieved a social reach of 4m+, in-store estimated reach in excess of 4.7m and influencer social reach of 3.5m+.
● PR delivered 102 pieces of coverage, with an estimated reach of 598m. (Source: Gokarna)
● The PlayStation Access Unboxing video had 992k impressions, achieving an average engagement rate (AER) of 8.9% (industry benchmark 0.064%-1.18%).
Reach and engagement:
● Launch comms achieved 4m reach across influencer, press outlets and journalist’s social channels. (Source: Facebook, Twitter and Instagram)
● Launch Box drops had a combined reach of 3.5m+ across influencer social channels.
● 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)
● The Launch Box deal on Just Eat secured Greggs the 2nd highest ever weekly page viewing figure since Greggs launched on Just Eat.
Brand metrics:
● 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 year 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.
Sales:
● Greggs achieved 4 weeks of record sales through Just Eat following the launch of the deal. 42% of Launch Box customers being new to ordering from Greggs through Just Eat.
● This partnership supported PlayStation’s launch strategy and played its part in helping PlayStation break the record for the UK’s fastest-selling console at launch.
● PS5 became the most in demand individual product of the Christmas period for 2020, setting records across retail.