PRWeek UK Awards Winners 2020: Best Use of a Small Budget (Under £30,000)

The winner in this category is 'Greggs x Stormzy; Original VIP' by Taylor Herring for Greggs.

PRWeek UK Awards Winners 2020: Best Use of a Small Budget (Under £30,000)

To keep Greggs front of mind with its core Gen-Z audience, this campaign piggybacked on the cultural news agenda during the week of the Brit Awards in February 2020.

The answer was the one-off Greggs ‘Concierge Card’ – offering exclusive access to Greggs' delivery service at any time of day, anywhere in the UK. The recipient was grime superstar Stormzy, who had recently professed his love for the bakery chain in an interview with The Guardian.

A personalised, Prada-style gift box was created that featured a video card that included an affectionate and personalised rap encouraging the star to "live life like it’s golden" with the Concierge Card.

The package also featured a pair of size 12 Greggs slippers – a nod to the star forgetting to change out of his own when he appeared live on a recent BBC Breakfast interview.

Twenty-four hours later, Stormzy posted an Instastory that featured a video of him unboxing the gift en route to the airport. He played the entire video to his 1.4m followers and thanked Greggs.

More than 400 media articles flooded social media timelines. Later that day Stormzy mysteriously deleted his social media accounts – the Greggs story being the last thing he posted. That fuelled speculation Greggs had ‘broken’ Stormzy’s internet – driving a second wave of coverage.

Coverage was in major titles including The Mirror, The Sun, The Guardian, Metro, Unilad, NME and Cosmopolitan, with broadcast slots on BBC Radio 5 Live, Capital, Heart, and Magic FM. In total 181 articles included Stormzy’s branded social media post and 37 included a quote from a Greggs spokesperson.

Judge's comment

Who would have thought they could have reached Stormzy in such an innovative way? Bravo!

Highly Commended

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