Facebook app drives 8,000 people to create new sandwich for Greggs

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STEEL London’s campaign wins gold award for ‘best use of digital in retail’

London, 29 November, 2013: a ‘Sandwich Maker’ app on Facebook which resulted in almost 8,000 people creating a new sandwich for high-street retailer Greggs has won a gold award for ‘Best Use of Digital in Retail’ at the prestigious Digital Impact Awards.

The campaign, created by digital marketing agency STEEL London, offered the chance for one lucky winner to have their sandwich made and sold in Greggs shops.

Over 7,800 people entered using the app on Gregg’s Facebook page, spending a total of nearly 476 hours (nearly three weeks) on the site. The campaign also resulted in over 62,000 new Facebook fans for Greggs and achieved 20,000 more impressions per Facebook post than for normal non-campaign posts.

Neil Knowles, Greggs’ Digital Brand Manager, says: “It was a brilliantly simple campaign that delivered beyond our expectations, particularly in terms of the dwell time and the big uplift in the number of Facebook impressions – 20,000 more than we usually get per post. At the end of it we also got a rather tasty ‘crowd-sourced’ sandwich that our customers had the opportunity to enjoy.”

Andy Hinder, STEEL’s CEO, explains: “The battle for the nation’s sandwich money is fierce among the myriad of high-street food retailers. The campaign was designed to be fun and engaging by tapping into consumer’s fondness for Greggs’ fresh food to help drive awareness among people not familiar with the brand. The 8,000 entries and the time people spent was testament to its success.”

Created by Tommy White, the winning sandwich was called “The Big Meaty” – a baguette containing ham, bacon, meatballs, mozzarella, cucumber, tomato, lettuce and sweet chilli sauce.

The “Call it Spring” campaign, promoting the launch of an exclusive UK shoe collection, picked up two awards – a silver for ‘Best use of Existing Social Media Platforms’ and bronze for ‘Best use of Digital in Retail.’ The campaign resulted in online accounting for 44 percent of the total shoe collection sales – a practically unheard share for a product category which is particularly difficult to sell online.

Two other digital campaigns from STEEL – both for Debenhams – picked up three awards. A mobile-optimised campaign for The Debenhams Beauty Club Awards won bronze for ‘Best use of Digital in Retail.’ The campaign resulted in a 2,370% increase in traffic, almost 550,000 votes being cast and a record 5,000 new signups to Debenhams Beauty Club Cards. Over four in ten (41%) votes were cast via mobile – far higher than the 14 percent¹ UK average.

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