The campaign, which features the strapline 'Greggs the bakers - ready when you
are' will be fronted by comedian Paddy McGuinness. The light-hearted ads will show McGuinness in a range of scenes, unable to resist the temptation of Greggs products.
Greggs marketing director Scott Jefferson said: 'In addition to upgrading our shops, we wanted to develop an integrated campaign to highlight not only the variety of products on offer, but also the high quality of the ingredients used throughout the range.
'Greggs has, for many years, been a leading name on the high street, bringing freshly baked products to a cross-section of the Great British public, so we wanted our campaign to appeal to everyone.'
The baker launched its latest range - Greggs Healthier Options - last summer. The offer includes sandwiches, wraps and fresh fruit salad. Greggs has also developed its core range of savouries, sandwiches and rolls and pledged to introduce more products over the next 12 months.
The TV and radio ads will start on April 16, along with various sales promotions.
Greggs posted like-for-like sales up 3.3 per cent for the three weeks to December 30. Like-for-like sales over the second half increased 0.9 per cent as a result.
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