Winning the football conversation 

With football commanding the cultural conversation, Greggs needed to authentically insert itself into the tournament’s biggest moments, connecting pitch action to its brand to engage fans across every pre- and post-match touchpoint.

 

Our reactive social and brand platform turned match moments into instant brand opportunities. We deployed creative assets perfectly tuned to the experience of the England team and fans in real-time – from winning euphoria (fresh sausage rolls) to the sting of missed goals (last bacon roll gone) to post-match consolation breakfasts after defeat.

 

This was backed by real-world moves: removing Mexican Chicken items before the Mexico match, rebranding a Walthamstow store as ‘Kanes’ to celebrate hometown hero Harry, and reimagining the Greggs quadradot as the St George’s flag for OOH. Each move gave fans tangible, newsworthy reasons to engage.

By blending social, retail and OOH, we made Greggs one of the most talked-about brands throughout the England team’s journey. The campaign delivered a massive 5.5m views and 190k engagements organically across the brand’s Instagram and TikTok channels.