Greggs has transformed their marketing approach, their reputation and success as a business. Following the huge public response to their vegan sausage roll campaign, Greggs wanted something big, “‘X-Factor’ big” to launch their Festive Bake and start their Christmas marketing campaign. So their social agency, Splendid, turned to LEAP to see if our Film and Post team could create something epic within a tight timeframe.
The Festive Bake campaign embraced Greggs’ reputation for cheeky PR stunts by starting Christmas early, launching with an October public vote to select five cities to get the Festive Bake first. Greggs needed a film to announce the vote and raise the hype, and LEAP answered the call.
To fulfil the client brief and maximise production time and flexibility, our creative team created a photo-real model of the bake. The CGI Festive Bake takes viewers on a wild ride, flying through the starry winter night, bursting through bold metallic typography to bestow shimmering light and baked awesomeness across Britain. The CGI model also serves as a lasting brand asset which can be used for future digital campaigns.
Our VFX team were delighted to receive a large delivery of Greggs Festive Bakes accompanied by official guidelines on ‘The Perfect Bake’ to help them develop the perfect CGI representation of the much-loved Christmas Dinner in a pastry.
Splendid were really pleased with the result. Creative Director Frank Broughton said,
Everything looks great to me. Well done everyone; we’ve made a MONSTERPIECE. The brief was ‘more is more’ and you’ve really delivered.
Social Media Director Rebecca Holmes added,
Thank you all so much for your help. It looks amazing and we’ve already driven more than 6,000 votes after the first night. Very happy client. I literally love you all so much. I could cry.
If your next campaign needs to make a big impact, speak with one of our producers.