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Drummond Central bags some joy in Greggs’ gameshow

Greggs has launched a “flavour-filled” trailer for new game show, Bag Some Joy.

Created by Newcastle’s Drummond Central, the campaign features contestants competing in a series of games, including spin-the-wheel and guessing the Greggs product.

The aim of the advertising is to “celebrate the endless possibilities Greggs offers, including the many occasions, times of day, and products that can be enjoyed.”

“Have you ever woken up and wondered what Greggs would look like if it was a game show? Well, our creatives did,” explained Drummond Central’s Executive Creative Director, Stephen Drummond.

“We have a shared ambition with the Greggs brand team to take the creative platform to the next stage. The idea of a Greggs game show just made perfect sense – the format allowed us to show off the Greggs menu in a unique way, and have a lot of fun with the creative execution.”

According to data from effectiveness firm, System1, Bag Some Joy has achieved a 4-star score, indicating a “Strong” likelihood of increased market share in the long term.

“There’s no denying how much fun this ad is to watch. What’s even better is how effective the ad is predicted to be,” added Neil Caffery, Drummond Central’s Planning Director.

“We know that ads that provoke a strong emotional response have a great chance of making an impact, and we worked closely with the Greggs marketing team to land a concept that has bundles of fun and celebration at its core.”

The ad was directed by That Jam and produced by The Gate Films, with the multi-media campaign running on TV, cinema, out-of-home and radio, with media planning by Carat Manchester.

Drummond Central has worked with Greggs since 2019.

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