Greggs Proximity StreetTalk Campaign

July 2012

Key Campaign information

Environment/Panels Key Campaign Objective

Other Media

1500 Proximity StreetTalk kiosks

Drive awareness and sales of the Greggs breakfast meal deal

Other Information

Proximity Campaign

Kiosks located within 300 metres of a Greggs store and at least one competitor

All panels booked in proximity to Greggs and at least one other competitor

2 campaign bursts

1,400 panels

Advertising AwarenessBy the end of the campaign, over half of customers were

aware of the campaign

PRE

MID

POST

26%

39%

53%

Source: Opinium Research Exit Interviews Which have you purchased today

Call to ActionBy the end of the campaign twice as many people exiting the

store has purchased a breakfast meal deal

Source: Opinium Research Exit Interviews Which have you purchased today

Brand PerceptionsCampaign drove perceptions of Greggs as the best retailer for

breakfast deals

Source: Opinium Research Online trackerPlease indicate which of the following breakfast or coffee retailers is best at providingPosis combination of waves one and two

19% 20%

10%

21%23%

14%

Offers a wide range ofbreakfast

Offers value for moneybreakfast

Offers a breakfast mealdeal

Pre Post

The success of the campaign led to it being re-briefed

6th Jul

23rd Jul

25th Jul

Carat Manchester

Greggs Client

Same campaign re-briefed

Summary

• The campaign successfully cut through amongst Greggs customers

• By the end of the campaign, purchasing of the breakfast meal deal had doubled

• The out of home also began to impact on brand perceptions

Want to f ind out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics and the consumers view of which media works best for different aspects of the campaign