As part of the Greggs Christmas campaign, Splendid Communications has teamed up with the UK’s largest bakery chain to launch an exclusive Greggs WhatsApp group.
The ‘Festive Bake Lovers’ WhatsApp group went live on Wednesday (2 November), inviting fans via Twitter and Facebook to join and snap up one of 250 places.
Those who have secured one of the limited number of places will get the low down on launch dates, exclusive content and competition opportunities.
The WhatsApp group will run until Christmas, with the Festive Bake pasty available in Greggs shops from 8 November.
Lucinda Blencowe, account director at Splendid Communications, said: “The Greggs Festive Bake is a firm favourite amongst pasty fans and we receive queries about the date of its in-shop arrival from as early as July.
“Our brief was to engage and generate conversation around the Festive Bake, giving something back to our loyal pasty fans. 77% of all UK content sharing is happening via “dark social”, such as WhatsApp and Facebook Messenger, than anywhere else so it seemed a perfect opportunity to serve customers exclusive content in the way they like it most.
“We’ve had a great response so far and people are engaging within the group massively. We look forward to seeing how it progresses over the next two months.”