GREGGS
FENDERS
Ahead of his glorious homecoming gigs at St James' Park in Newcastle, Sam Fender joined forces with another local hero, Greggs, to make it a weekend to remember. What do you need to fuel a three-hour legendary concert? A Greggs, obviously. We positioned Greggs at the heart of the pre-gig moment, meeting fans before the chaos kicked in and getting them excited, fed, and ready for a weekend they wouldn't forget.
The Greggs shop on Grainger Street in Newcastle was transformed into the tastiest support act venue, Fenders Unplugged. In tribute to Sam, the shop was decked out with memorabilia, inspirations, and even his half-eaten sausage roll. Fenders Unplugged hosted a hand-picked selection of talented artists to get everyone amped for Sam and hungry for Greggs.
From bespoke merch, a full-shop wrap, and customised signage (in collaboration with the brilliant Neal Fox) the activation was a huge success and got everyone rock 'n' sausage rolling (sorry for the puns).
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Working with Greggs, Hope & Glory PR and production company Jubba, my talented team at Drummond Central helped to make Fenders Unplugged a totally unforgettable experience.