PRWeek UK Awards Winners 2020: Marketing Communications: Travel, Leisure, Lifestyle and Hospitality

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

PRWeek UK Awards Winners 2020: Marketing Communications: Travel, Leisure, Lifestyle and Hospitality

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 a Guardian interview.

A personalised, Prada-style gift box was created that featured a video card. The film was an affectionate and personalised rap that encouraged 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.

Over 400 media articles flood 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 that 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

A highly creative, super-targeted, ambitious but cheeky campaign – knockout!

Highly Commended

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