MARTY LAWRENCE
CREATIVE DIRECTOR

For Greggs' Euro 2024 campaign, we took football’s most overused stat – Expected Goals (xG) – and gave it a tasty twist: 'Expected Greggs'. In partnership with Just Eat, the more xG England or Scotland racked up, the more free Sausage Rolls fans could get their hands on!

 

With football fans fed up with stats and jargon, we saw the perfect opportunity to position Greggs as the hero of the people this summer. And who better to front it than Ally McCoist and Chris Sutton – pundits who know their stats but were more than happy to trade them in for pastry and pride.

​

The campaign rolled out across earned and social, with a live newsroom approach reacting to every twist of the tournament. From sausage roll drops to talent interviews, reactive edits to witty post-match copy, the campaign delivered across TikTok, Instagram, Twitter, Facebook, with 2.4m impressions and 33k+ engagements, including 536m reach across 12 major pieces of earned coverage.

 

And best of all? It became Greggs’ most commercially successful campaign EVER.