Greggs recruits Biss Lancaster to position it as 'the home of fresh baking'

Greggs, the budget bakery chain, has called in Euro RSCG Biss Lancaster's Manchester office to position it as 'the home of fresh baking'.

High street bakery: Greggs
High street bakery: Greggs

The agency has been asked to handle a national brand-building campaign that will amplify its new advertising. It will also promote new product launches and regional PR. The five-strong agency team will be headed by board director Melissa Hinds.

Agency joint MD Brian Beech said it was one of the best pitches in which he'd been involved. 'The team demanded that every time we had a Greggs brainstorm we bought in some Greggs products to get everyone in the mood. By the end I think they were calling meetings just because they enjoyed the food so much’, he said.

Greggs has over 1400 shops and a turnover in excess of £500 million. Biss Lancaster will work alongside Leeds based advertising agency Gratterpalm and digital agency Steel.

Golley Slater previously held the account.

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