That Lot Takes Home Greggs Social Media Business 

Greggs, the leading food on-the-go brand, has appointed creative social agency, That Lot, following a competitive pitch process led by AAR. That Lot is part of The Weber Shandwick Collective (TWSC), the world’s leading earned-first network.

 

2023 was an incredibly successful year of growth for Greggs, seeing them expand their retail estate opening 145 new shops and growing their digital offering through delivery partnerships with Uber Eats and Just Eat, resulting in total sales up 19.6% to £1.8bn for the 2023 financial year. Appointing a retained social agency, will further help support and deliver against both brand and commercial objectives as the Greggs business continues to grow.

 

The brief will see That Lot supporting the Greggs brand, by reaching new audiences and building a loyal community of super fans across core social channels through a social-first content and creator strategy to drive fame, solidifying Greggs’ role in culture.

 

Fiona Mills, Brand Comms Lead at Greggs, said; “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. 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.”

 

Working alongside the Greggs brand team, That Lot is set to carry out a range of activations and partnerships across Greggs’ existing social media channels, as well as launching on new platforms. The win leverages TWSC’s specialist teams at That Lot, integrating social content and influencer marketing to deliver engaging multi-channel campaigns.

 

Dylan Davenport, EVP, That Lot, said; “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.”