There’s no denying that Greggs has mastered the art of marketing in recent years.

Transforming a traditional bakery chain into a cultural phenomenon, this brand’s stellar marketing campaigns have really got us all talking.

We’ve seen the Greggs vegan sausage roll campaign, raves in the bakery, and sought-after limited edition products, as well as plenty of humorous and relatable content.

And Gregg’s latest partnership with Monzo has really taken the biscuit!

This genius collaboration is a prime example of how brands can join forces to target a similar audience in a mutually beneficial partnership.

The campaign centred around the world’s first Sausage Roll-dispensing cash machine in Newcastle.

The pop up ATM machine dispensed sausage rolls to celebrate the start of Gregg’s new partnership with digital banking app Monzo. As part of the innovative and exciting campaign, the ATM not only dispensed sausage rolls but also free Monzo gifts cards to every 100^th person to use the machine. So it was definitely worth joining queue!

Oxford UK –January 2024. Greggs baked chicken and mushroom slice , sausage rolls for sale

Key elements of the partnership

We think this campaign is a fantastic example of two brands being perfectly in tune with their target market. But what else makes it a great campaign?

A shared target audience: Both brands cater to a similar demographic making it possible to craft a campaign that would speak to all.

Optimising customer loyalty: The free sausage roll offer for Monzo Perks and Max subscribers is the perfect example of maximising customer loyalty, encouraging customers to invest in both brands, while promoting repeat business.

Innovative marketing at its best: It goes without saying that the sausage roll dispensing ATM was a bold, exciting and attention-grabbing marketing stunt that has been a roaring success! It maximised brand awareness for both Greggs and Monzo, generating a significant amount of media coverage and getting people across the region and beyond talking.

Ultimately, this partnership showcases how two successful brands can collaborate in order to create a unique and engaging customer experience.

Over the years, Greggs has positioned itself as a brand for everyone, catering to a broad demographic and going from strength to strength in the North East and beyond.

As well as becoming a social media sensation through perfecting the art of witty, relatable posts, their active engagement with customers has also fostered a sense of community and loyalty.

And let’s face it, who doesn’t love a Gregg’s sausage roll?!

We can’t wait to see Greggs nail some more viral campaigns in the future!

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