When you think Matcha, you think yoga, you think pilates, you think clean girl aesthetic and now you should also think “Greggs”.
We helped the brand enter their “Matcha Era” in the most Greggs way possible.
While the rest of the high street treats matcha as a bougie, premium-priced mystery, we wanted to help Greggs bring it to the masses and show you can be “zen” on a budget -and that an ice matcha is the perfect partner for a pastry.
To launch the new Iced Matcha range (featuring vanilla and strawberry versions for those who like their antioxidants with a side of sweetness) we launched the Greggs Matcha & Move studio – think of it as “Pi-lattes” in the heart of Soho.
Hundreds of fans gathered in Soho for 30-minute sessions that were anything but ordinary with “Sausage Roll Ups” and “Yum Yum Twists” to prove that even the most hardcore fitness fanatics have a soft spot for a bake.
Once the hard work was done attendees were treated to a cold Iced Matcha (of course, with the side of a fresh Sausage Roll – meat or vegan, naturally), alongside a bundle of the most sought-after merch we’ve ever produced.
Coverage-wise, it was a pretty clean sweep. Highlights including the Daily Mirror, Daily Mirror (again), The Sun, Daily Record. We nailed the influencers across organic posts which reached hundreds of thousands of our core audience. And the studio was a sell-out success.
From Greggs-branded Pilates mats and sweat towels to personalized totes and caps from our on-site embroidery station. Merging the worlds of high-street wellness and the nation’s favourite food brand, we didn’t just launch a drink; we created a cultural moment that got everyone talking. It turns out that when you combine a £3 matcha with a bit of “Yum Yum” energy, the results are utterly delicious.
