Greggs has appointed a new creative social agency, following a competitive pitch process.
The Newcastle-based brand has turned to That Lot, which is part of The Weber Shandwick Collective.
The London agency will work across Greggs’ social media to build a “loyal community of super fans.”
“It’s very easy to end up in gushing superlatives. However, that isn’t That Lot, and that certainly isn’t Greggs,” said Dylan Davenport, EVP, That Lot.
“The truth is, this is the perfect match. Both committed to bringing joy to social. Both committed to doing things differently. Both committed to shaping British culture. And both committed to a shared philosophy of putting creativity first. Working together, 2024 is going to be everything but bog standard. And we can’t wait.”
Joining forces with its in-house team, it will carry out a range of activations and partnerships on Greggs’ existing social channels, as well as launching on new platforms.
“Social has always been an integral channel for building the Greggs brand, how we’ve entertained and for creating the unique role that we continue to play within British culture,” explained Fiona Mills, Brand Comms Lead at Greggs.
“With even bigger creative ambitions this year to disrupt again across existing and new channels, what was equally important to us throughout the pitch process, was finding a team with a great cultural fit and essentially who just got us instantly as a brand.”
Last year Greggs opened 145 new stores and partnered with Uber Eats and Just Eat, resulting in total sales up 19.6% to £1.8bn.
The pitch process was led by AAR.