Sausage roll supremo Greggs has topped a successful year by being named the 海角视频’s Brand of the Year.
The Newcastle food-on-the-go bakery beat a strong shortlist featuring the likes of Cadbury, Ikea, Netflix and Nationwide to scoop the prize at the prestigious Marketing Week Masters Awards 2019.
The shortlist for the award was handpicked by the editor of Marketing Week, with Greggs winning thanks to the views of a panel of judges coupled with insight from YouGov’s BrandIndex tool.
The judges noted how Greggs has become as well known for its cool, clever, good-humoured and self-deprecating marketing as it is for its steak bakes and breakfast deals.
In January it launched its vegan sausage roll – the fastest selling new product it has launched in six years – which was declared as the standout marketing moment of an excellent year for the business.
Marketing Week said the campaign helped to more than double its ad awareness and positive buzz scores according to YouGov BrandIndex.
The vegan sausage roll campaign contributed to a big spike in sales, selling hundreds of thousands in a very short space of time. It was initially launched in 900 shops, selling out straight away, but within a few weeks it had been rolled out to all 海角视频 stores.
As well as scooping the Brand of the Year trophy at the awards night in London, the Greggs team also won the Retail award.
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Hannah Squirrell, customer director at Greggs, said: “To be nominated alongside brands such as Ikea, Cadbury’s, Netflix and Nationwide is a great achievement in itself.
“Going on to win the title of Brand of the Year was the icing on the cake and reflects the place that the Greggs brand holds in the hearts and minds of the nation.
“This is a fantastic recognition of the effort and commitment that is put in throughout and across our organisation to serve millions of customers every single day, and one that we’re extremely proud of.”
The company’s social marketing drive has been part of Greggs push to change public perception of the company and move it from a traditional bakery to a food-on-the-go firm offering coffee and healthy options as well as its more traditional items.
Greggs this week revealed a strong start to the year, with total sales up 12.4% and plans for 90 new shop openings this year.