Jan 11, 2019

Greggs: How its vegan sausage roll stormed social media

It was another example of how Greggs has harnessed social media to boost profits. The marketing campaign - helped by a debate over whether the vegan product could be called a sausage roll at all - has been called "a master class in public relations" by the industry magazine PR Week. Journalists were sent vegan rolls in mock iPhone packaging and stores sold Greggs Christmas jumpers and sausage roll phone cases. John Brown, founder of the communications agency Don't Cry Wolf calls the campaign a "Blueprint" for anyone in marketing, particularly the clever way that Greggs "Stirred the pot". The success of the vegan roll comes too late to appear in the company's latest trading update, which shows how Greggs has been weathering the worst storm to hit the retail industry in living memory.

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