Greggs were looking to extend their trading hours and would be testing an evening dining proposition with customers.
The food-on-the-go brand wanted an attention-grabbing activation that would take a bite out of the competition and pave the way for their new menu roll-out.
The idea was to serve up a tongue-in-cheek, antidote to Valentine's Day - introducing a candlelit dining experience in select Greggs shops across the country.
We transformed shops into restaurants designed for romance, complete with mood lighting, music, roses, candelabras and white linen tablecloths.
The menu would include Greggs favourites styled as classic canapés and key items inspired from the new evening menu - katsu chicken tortillas, pork and puff pastry sliders and roasted potato wedges - all washed down with ice cold Prosecco - priced at just £15 for two.
We teamed up with Open Table to facilitate the reservations whilst also lending additional credibility to the project.
We generated 340 high-value news articles and 12 Million video views which pulled in 193,000 visitors to the booking page.
Total sales increased by 10% year on year in the same period.
The MCA brand tracker also revealed that the promotion helped the company top the monthly leader board of consumers' 'Favourite Food On The Go Brand' - beating the likes of Tesco, McDonalds and M&S.
We created a compelling campaign that challenged consumers' perception of the brand in a bold and entertaining way whilst highlighting news of the proposed evening menu roll-out.