Greggs Use Live Murals to Promote New Fresh Sandwich Range

From the 11th August, Greggs, Posterscope Manchester & Carat Manchester will be taking to the streets to promote Greggs’ fresh sandwich range and asking the public to join in the fun through social media.
For the next five consecutive days, an artist will paint fresh sandwiches onto a 96-sheet on Old Street, East London. Passersby will be encouraged to tweet in and guess which sandwich is being painted. The live painting will also be videoed and broadcast on the Greggs’ website and social media each evening, allowing viewers to see every piece of art created.
As part of the wider two-week campaign, a selection of 6-sheets and StreetTalk sites are being used in proximity to Greggs in order to raise awareness of the new fresh sandwich range.
Posterscope Manchester planned and booked the campaign, whilst Hyperspace, Posterscope’s innovation and creative team, were responsible for managing the project. High Rise organised the painting of the murals and JCDecaux Innovate was involved in delivering the campaign.
Nick Reeve, Senior Client Manager, Posterscope Manchester: “Fresh art murals painted daily in East London is a perfect way to represent Greggs’ fresh new sandwich range. The integration of Out-of-Home and social media is also a great example of our continuing vision of integrating advertising channels”.
Dominique Fyson, Hyperspace Project Manager, Posterscope: “This activity really breaks the mould for Greggs. It’s not every day you see a piece of live art created by a bakery brand. It visibly highlights how innovative uses in Out-of-Home can engage audiences in unexpected ways”.
Neil Knowles, Digital Brand Manager, Greggs:  “Out-of-Home was the perfect medium to promote our new sandwich range and interact with consumers. The campaign really brings the brand to life and reaches our target audience in the right place in the right mindset”.