For millions of Brits, a summer holiday abroad is incomplete without a taste of home – and for many, that taste is undeniably a Greggs Sausage Roll.
Enter Bake-Cations: a deliciously audacious partnership between Greggs and Jet2holidays in which some of the nation’s biggest Greggs mega-fans could bag an all-inclusive, three-night trip to Marbella for £1.30, the cost of a Sausage Roll.
With 20 pairs of tickets available during peak summer holiday season, this wasn’t just any holiday. This was a VIP (Very Important Pastry) experience, complete with exclusive, money-can’t-buy merchandise, including a bespoke Sausage Roll-inspired suitcase and a Greggs experience from flight to three nights in sunny Spain.
And the results were nothing short of first class. Igniting a media frenzy, landing over 160 pieces of coverage in just 24 hours and becoming a viral sensation, racking up massive engagement across Greggs, Jet2, and organic TikTok and Instagram, which helped land more than 50,000 entries and reached an incredible 88 million people.
Tapping into that desire for a taste of home whilst on holiday, this one cleaned up. This campaign really took off.
