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Gratterpalm Unveils New 'Taste Rescue' Campaign For Greggs

Posted by: Gratterpalm

Date added: Fri 20 Apr 2012

Leading retail advertising agency Gratterpalm launched its new integrated marketing campaign for high street retailer Greggs this week.

As part of the Taste Rescue campaign, seven Greggs shops across the UK have been transformed into Taste Rescue Centres. Everything from the external fascias to indoor POS have been updated to create new-look shops where customers can go to ‘mend’ failing taste buds dulled by the effects of bland food.

Gratterpalm designed a bespoke mobile app for Apple and Android phones that will allow consumers to see whether they need to visit a Taste Rescue Centre. Professor T. Bud, a wacky scientist character and taste expert created by Gratterpalm as the ‘face’ of the campaign, will check for failing taste buds by inviting the user to stick out their tongue to be scanned by the phone. If the reading reveals that their taste buds could do with a pick-me-up, the mobile owner will be directed to their nearest Greggs.

Gratterpalm worked in conjunction with the Greggs marketing team and other roster agencies Steel, Euro RSCG and Carat to develop and implement the integrated campaign, which also saw the creation of three scented bus stops. These will emit the enticing scents of bacon sandwiches and cappuccinos, along with the notice that a case of ‘broken taste’ has resulted in an individual being rushed to the Taste Rescue Centre at their nearest Greggs shop.

The campaign was developed using research and consumer insights, which revealed a need to give consumers the permission to enjoy the fresh taste of Greggs food safe in the knowledge that they offer good quality products at reasonable prices.

Gordon Bethell, managing partner at Gratterpalm, said: “We have developed this innovative campaign with the aim of enhancing the Greggs brand personality and increasing consumer engagement. The media strategy has digital at the core and aims to connect with shoppers on the go. Greggs food researches highly on both taste and quality and, through the different elements of the campaign, we want to show consumers that the irresistible taste of Greggs’ food is a pleasure that consumers should not be denying themselves.”

The Broken Taste campaign will run for a year, alongside the current ‘Home of Fresh Baking’ corporate branding.

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