GREGGS
GAME SHOW
Context
Greggs wanted to make their first ever AV advert for VOD, TV and cinema that both entertains and shows the endless possibilities they have to offer.
Strategy
The possiblities of Greggs aren't just found on their menu. Their variety comes with their endless locations, different ways to order, and occasions to enjoy. We needed to tell a Tell the story of Greggs’ possibilities in a fun, memorable way that makes people realise there’s more to the brand, feel excited by the choice, and see it as relevant to their lives.
Solution
A game show trailer that highlights the best of Greggs through a range of high-energy, tasty games. Whether you have your Greggs on a plate, on a date, on a train, or on a Tuesday, everyone's a winner.
Awards
The Drum Awards / 2025 / Silver for Food & Beverage
Having grown up watching my favourite game shows with my parents, it was incredible to see this project develop from my wild initial idea and into a major production. The process from start to finish was a labour of love from the whole team. We all shared a fondness of cheesy game shows, cheesy jokes and a cheesy Greggs Margherita Pizza.
During the early stages of concept development, the team and I were just trying to out-do each other’s crazy games, from ‘The Doughnut Ring Toss’ to ‘Make That Sausage Roll’. But all laughs aside, the games have a purpose, which is to highlight all the endless possibilities Greggs has to offer, like the range of products, time of day and occasion.
Original set mock-up
Final set design
The great thing about the process was that we had a lot of creative freedom, especially when it came to the little touches that helped bring it all together. There's Greggs bag podiums with ‘PIPPA’ ‘RONNIE’ and ‘PETER’ (Pepperoni Pizza), the ‘Guess that Greggs’ box with the logo-shaped sniff holes, the chevrons based off bake patterns, and so much more (if you can spot them).
My favourite part of the ad has to be “YOU’VE WON A CAR… ramel latte!”, but the Sausage Roll man definitely has his moments. The cast were absolutely amazing from start to finish, there was never a dull moment because in-between every take the whole studio was in hysterics laughing. To make it even more perfect, our host’s actual name is Mr Goodgame!
We had a storyboard, a shot list and a plan, but because this is a trailer for a fun game show, we wanted to capture as much additional content as we could. So, this meant a lot of improv, falls, cheesy jokes and funny reactions (some even made it into the final ad because they were THAT funny). A highlight of shooting for me was the team and I joining the audience scenes, chanting “GUESS THAT GREGGS” and while waving around a Pink Jammie Doughnut.
I feel fortunate to have worked with such a wide range of creative minds that helped pull this out the bag. The Directors, That Jam, were great and fully brought our vision to life, as well as everyone from The Gate Productions.
Make sure to catch us next time on Greggs, BAG SOME JOY.
Greggs
Drummond Central
That Jam (Joe Beverley and Samuel Hurlock)
Natasha Taylor-Price and Abbie Malton
Jess West
Nichola Elgie and Faith Davidson
AMBIT Sound
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