Greggs’ Recipe for Campaign Success

This week’s U-turn on the pasty tax demonstrates what can be achieved by a well thought out campaign. Since proposals to place 20% VAT on all food sold hot were first announced in March, Greggs has run a pitch perfect communications offensive.

By taking advantage of the zeitgeist – the perception that it was an unfair budget from an out of touch government – the bakers turned a potential business disaster into a corporate success. Reams of media coverage increased awareness, and a grass roots campaign engaged and energised its customer base. But perhaps most impressively, rather than just slamming the proposals, it developed a clear set of policy alternatives to give the Government an exit from an unpopular proposal.     

What lessons can we learn from this?

1.     Communications campaigns can change minds. When handled correctly, communications should do much more than convey an opinion or message. At their most effective they should change people’s perceptions and influence their behaviour. When operating in a difficult environment, this is essential for an organisation to change the landscape they work within.

2.     Integrated campaigns often work best. If you want to achieve a particular policy outcome then use a range of channels. Greggs adopted a sophisticated communications strategy that effectively blended strong media work, the seeding of a powerful grassroots movement and direct engagement with key influencers. The result was Greggs’ message was able to reach policy makers more effectively.

3.     External support provides vital perspective and expertise. In the case of Greggs, this support came from a wide base of MPs, trade associates, members of the public and The Sun newspaper. Greggs followed the golden rule that an argument is often more powerful when made by supporters. More importantly, this is amplified when supporters represent a number of key audiences for those you are looking to influence.

4.     An issue or crisis can be turned to your advantage. During a crisis, an organisation will often find itself thrust into the media spotlight. If handled poorly, this can severely damage its reputation. But if messaging effectively resonates with key stakeholders, it can provide a unique opportunity to reach a much wider audience than usually available. By matching their corporate objectives with public concerns, Greggs was able to position itself as a ‘consumer champion’, building a strong support base and influencing policy makers.

5.     Public affairs campaigns can often have public relations benefits. The platform that a public affairs campaign provides can be valuable in achieving a wider range of objectives by raising awareness of your brand and building respect among stakeholders.  No doubt Greggs wanted to change a political decision, but it has enjoyed a range of wider benefits that would have come about U-Turn or not.

The result of Greggs following this recipe for success? (sorry!) Greggs scored an unlikely victory, effectively influenced Government policy, and made sure a brand that was previously better known in Wakefield is now recognised in Whitehall. 

John Hood

Consultant

john@linstockcommunications.com