Greggs has launched a £1m marketing campaign to promote its breakfast products and Fairtrade coffee.
The 'Taste Rescue' campaign spans a mix of above the line advertising, social media, experiential marketing and PR.
It features Professor Gregg T Bud, a new ‘tastebudologist’ character who will feature heavily on a specially created microsite and in a series of online videos exploring food tastes.
He also appears on Greggs' new 'Taste Rescue' app for iPhones and Android devices.
The bakery chain will also be rolling out sensory advertising boards at bus stops in London, Manchester and Glasgow. These ‘smelly bus stops’ will waft the scent of a bacon roll and fresh coffee.
Seven shops across the country will also receive a full makeover to become Greggs ‘Taste Rescue Centres’, incorporating the campaign’s black and yellow colour scheme throughout the chosen shops, POS and on staff uniforms.
The campaign, now underway, has been created by Greggs' team of agencies. Gratterpalm (advertising, store activation and the mobile app), Steel (digital), Euro RSCG (PR) and Carat (media buying).
A Greggs spokesperson said: "Our campaign will appeal directly to the public’s taste buds, engaging them in activity which aims to question what really satisfies them when it comes to breakfast and coffee."