Greggs launches hunt for brand superfans

Greggs has launched a competition to identify its most passionate fans in social media, with the winners receiving a free Greggs lunch every week for a year.

Greggs: pushing on from half a million Facebook fans
Greggs: pushing on from half a million Facebook fans
The baked goods retailer, which has over half a million fans on Facebook, is looking for what it punningly calls an ‘Arthur Million’, which is an enthusiastic and passionate fan who "loves Greggs the most".

It is encouring its fans to come up with ways of showing their love for Greggs, whether it be changing their name on Facebook, creating a song, or dressing up as a life size sandwich.

Graeme Nash, head of customer and marketing at Greggs said  "Some of our customers have a great sense of humour and many are extremely passionate and creative. We are really excited to see how far they will go."

The campaign, created by Steel, runs for the next two weeks, with the winners being selected based on their creativity and flair.

Greggs, which has more than 1,600 shops nationwide and claims to serves over six million customers a week in the UK, has grown its Facebook page from 50,000 fans to half a million over the past two years.

The campaign taps into the trend for brands to identify and reward their biggest advocates in social media.

Unilever’s Marmite recently ran a competition to enlist more superfans into its ‘Marmarati’ secret society.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).