Greggs appoints RPM3 ahead of television debut
Greggs, the UK's biggest bakery chain, has appointed RPM3 to create its first national advertising campaign, including its TV debut.
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The company, which operates 900 shops under the Greggs brand, has briefed the agency to create a UK-wide ad campaign to build the Greggs brand as it competes with chains such as the part-McDonald's-owned Pret a Manger and no-frills sandwich chain Benjy's. The work will break later this year.
Last week, Greggs announced a 10% rise in like-for-like sales over the first quarter of the year.
RPM3 fought off competition from J Walter Thompson, bds beechwood and the incumbent, Robson Brown, for the business. Its appointment, overseen by Greggs head of marketing Judith Olsen, does not include the Baker's Oven brand, which has 200 shops.
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