Bakery chain Greggs has named Weber Shandwick-owned agency That Lot to run its social media output at the conclusion of a competitive pitch process.
That Lot will now be entrusted with helping the Geordie firm reach new audiences with a view to building a network of ultra-loyal ‘super fans’ across social media with engaging, social-first content.
Already widely prevalent in popular – the brand was estimated to have 99% recognition in 2019 according to a YouGov poll, Greggs will look to further solidify its place in the public consciousness with this appointment.
“Social has always been an integral channel for building the Greggs brand, how we’ve entertained and for creating the unique role that we continue to play within British culture,” Greggs brand comms lead, Fiona Mills said.
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“With even bigger creative ambitions this year to disrupt again across existing and new channels, what was equally important to us throughout the pitch process, was finding a team with a great cultural fit and essentially who just got us instantly as a brand.”
The agency will equally deliver activations and partnerships across the food retailer’s existing social channels – as well with a view to expanding onto new platforms.
That Lot executive VP, Dylan Davenport added: “It’s very easy to end up in gushing superlatives. However, that isn’t That Lot, and that certainly isn’t Greggs. The truth is, this is the perfect match.
“Both committed to bringing joy to social. Both committed to doing things differently. Both committed to shaping British culture. And both committed to a shared philosophy of putting creativity first. Working together, 2024 is going to be everything but bog standard. And we can’t wait.”
