Greggs gives lesson in Twitter crisis management after fake logo debacle

Greggs became victim to a viciously satirical version of its own logo yesterday, when Google searches for the baker displayed a fake tagline that read, "Providing shit to scum for over 70 years".

Greggs: responds to Google's search results
Greggs: responds to Google's search results

The debacle – thanks to a faulty Google SEO algorithm that meant the fake came up instead of the real slogan, "Always fresh. Always tasty" – took social media by storm, sparking much amusement from tweeters.

Greggs: spoof design (left) and the real logo (right)The hashtag #FixGreggs was quickly tagged to the issue, with the bakery chain dextrously taking control of the situation with quick-fire and humorous responses from its own Twitter handle.

User @samhesling1 tweeted: "Have you seen what shows up on your company logo when you google search Greggs?"

Greggs responded that it had.

Google apologised to Greggs with a tweet featuring a picture of Homer Simpson eating doughnuts while working at his nuclear power station, explaining "we’re on it. Throw in a sausage roll and we’ll get it done ASAP".

Greggs entirely entered the spirit of social banter, replying to Google with the offer of doughnuts and the words: "Hey @GoogleUK, fix it and they're yours!!!"

Google subsequently fixed the issue, leading Greggs to proclaim "WE LOVE YOU GOOGLE!!!!", while the bakery chain drew a line under the mix up with an image of the Google logo made from sausage rolls and the words, "Maybe those kind folks @GoogleUK could give us the doodle tomorrow?"

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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