Students on the Content Marketing and Social Media Marketing modules of the CIM Certificate in Professional and Digital Marketing course, often ask us for examples showing successful campaigns who are using innovative content or great social media skills. It may be a few years back now, but a great example is the Greggs vegan sausage roll campaign in 2019.
Greggs scanned their macro environment, identifying the social and environmental trend for vegan food products that would not damage the environment or harm animals. The product was developed in response to the rising demand for vegan and vegetarian options. Greggs aimed to appeal not just to vegans but also to flexitarians and those curious about plant-based foods.
Gregs kicked off with a social media teaser campaign using its social media platforms to build anticipation before the official launch. They posted cryptic messages and hints, generating buzz and curiosity among their followers. They also sent early samples of the vegan sausage roll to select influencers and celebrities known for their vegan lifestyle. These influencers posted about the product on their platforms, creating organic buzz.
As an announcement of their creative launch Greggs released a parody video mimicking Apple’s product launch style, complete with sleek visuals and dramatic music. This humorous and unexpected approach made the announcement highly shareable and memorable. Their social media posts featured high-quality images and videos of the vegan sausage roll, emphasizing its appeal.
To develop social media engagement, Greggs maintained an engaging and humorous tone in their social media posts, which resonated well with their audience. They often responded to comments with witty replies, further boosting engagement. When Piers Morgan criticized the product, Greggs responded humorously. This exchange garnered significant attention and furthered the campaign’s reach.
Greggs leveraged great PR and Media attention. The launch was covered extensively by both traditional and digital media outlets. The combination of influencer promotion and humorous social media interactions helped secure widespread media coverage. Many customers shared their experiences and reviews of the vegan sausage roll on social media, creating a wave of user-generated content that Greggs amplified through their channels.
And it all worked! The vegan sausage roll became one of Greggs’ fastest-selling products, significantly boosting sales and foot traffic in stores. The campaign dramatically increased Greggs’ visibility and positioned them as a forward-thinking brand responding to consumer trends. Greggs saw a substantial increase in their social media following and engagement rates and finally the extensive media coverage and positive reception from the public helped reinforce Greggs’ image as a brand that can successfully innovate and market new products.
The Greggs’ vegan sausage roll campaign is a prime example of how a well-executed digital marketing strategy can leverage social media, influencer marketing, and creative content to create a significant impact. The campaign’s success lay in its humour, relatability, and ability to engage both vegan and non-vegan audiences alike.
At CIM study centre, London Marketing Set, students on the CIM Foundation, Certificate and Diploma courses all take inspiration from techniques, channels and tools used by successful campaigns.
