The fast food bakery, by definition not always the healthiest, has something to say. Like many other (fast) food chains, they are broadening their horizons and are gradually expanding their (mainly savoury) range with vegan variants. In their communication, however, they do not opt for the 'Better World' story, but prefer a short, powerful message that tells the world about their 'great' change of course. 'Over-the-top-iPhone-release-great'... 'High-end-fashion-collab-great'! This resulted in catchy, triggering trailers for vegan sandwiches. With humour and satire as the main drivers, Greggs managed to take the world along in their own way in this new chapter of bakery existence.
Greggs vs. fashion
Unlike a book, on social media we have a range of other elements besides text that phone number library we can use to cause a trigger. Many social media accounts are visually oriented. So images that can stand out from all the content are essential to convey your story. In addition, audio can also be of great added value. Certainly on platforms like TikTok, where a leading role is reserved for music that appeals to the target groups.
A great example of telling your story in scents (figuratively, thankfully) and colors is Burger King’s much-discussed “Moldy Whopper.” The campaign, which saw the burger giant let its crown jewel rot in front of the camera, was met with mixed reviews. But there’s no doubting its success. Although repulsive in a way, it proved to be a great way to get their story about going natural and eliminating artificial preservatives across the stage.
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