Everyone's a Winner in Greggs Bag Some Joy Gameshow

Feast your eyes on the flavour-filled trailer for the all-new Greggs game show, ‘Bag Some Joy’. Created by Newcastle-based creative agency Drummond Central, the concept is the newest iteration of the ‘Bag some joy’ brand platform.

Through energetic highlights, watch as contestants compete in a series of tasty games, whilst cheered on by an audience of Greggs fanatics.

From Greggs-themed spin the wheel and guessing the product games, to answering the question ‘What’s the best way to enjoy Greggs?’ – everyone’s a winner, and the prizes are all a delicious selection of Greggs products, which contestants couldn't be happier about.

The ad celebrates the endless possibilities Greggs offers, including the many occasions, times of day, and products that can be enjoyed.

Drummond Central’s executive creative director, Stephen Drummond, said, “Have you ever woken up and wondered what Greggs would look like if it was a game show? Well, our creatives did. We have a shared ambition with the Greggs brand team to take the creative platform to the next stage. The idea of a Greggs game show just made perfect sense – the format allowed us to show off the Greggs menu in a unique way, and have a lot of fun with the creative execution.”

The new ad has also performed well, according to data from effectiveness firm System1. Greggs ‘Bag some joy: The Game Show’ achieved afour4-star score, indicating a “Strong” likelihood of increased market share in the long term, beating the category average.

Moreover, it achieved an ‘exceptional’ spike rating of 1.54. A measure of short-term sales potential, of which the average rating for the category is 1.29. The ad also scores high on brand recognition, with an 'Exceptional' fluency rating of 96 out of 100.

Neil Caffery, Drummond Central’s planning director, added, “There’s no denying how much fun this ad is to watch. What’s even better is how effective the ad is predicted to be. We know that ads that provoke a strong emotional response have a great chance of making an impact, and we worked closely with the Greggs marketing team to land a concept that has bundles of fun and celebration at its core.”

Directed by That Jam and produced by The Gate Films, the ad is a real treat for the senses. The multi-media campaign is currently spanning TV, cinema, out-of-home and radio, with media planning by Carat Manchester.

Drummond Central has worked with Greggs since 2019.