Greggs ran a Proximity StreetTalk advertising campaign using 1500 digital panels near their stores and competitors to promote breakfast meal deals, which increased awareness of Greggs advertising from 26% to 53% over the course of the campaign. The campaign also drove perceptions of Greggs as the best retailer for breakfast deals and doubled the number of people exiting the store having purchased a breakfast meal deal.

1. Greggs Proximity StreetTalk Campaign
July 2012

2. Campaign information
Environment
Format
Panel Details 1500 Proximity StreetTalk sites

3. All panels booked in proximity to Greggs and at
least one other competitor
2 campaign bursts
1,400 panels

4. Advertising Awareness
Those in store were more aware of advertising as the
campaign progressed
PRE 26%
MID 39%
POST 53%

5. Call to Action
By 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

6. Brand Perceptions
Campaign drove perceptions of Greggs as the best retailer for
breakfast deals
Pre Post
23%
21% 20%
19%
14%
10%
Offers a wide range of Offers value for money Offers a breakfast meal
breakfast breakfast deal
Source: Opinium Research Online tracker
Please indicate which of the following breakfast or coffee retailers is best at providing
Posis combination of waves one and two

7. Carat
6 Jul
th
Manchester
Greggs
23 Jul
rd
Client
Same campaign
25 Jul
th
re-briefed