Sometimes, ideas are deeply strategic, planned over months, and sent through the wringer of stakeholders to finally emerge at an age later to meet the light of day.
And sometimes they’re a lightning strike pitched on an email, signed off by a client who sees the potential and happens in a matter of days.
With that set-up, it’ll come as little surprise that this one was firmly one of the former. There’re some mad-keen Greggs superfans out there.
We’ve seen tattoos, nail art, and people visiting every Greggs in Newcastle in a day (we don’t approve of that). So we thought that, ahead of Newcastle United playing in the Carabao Cup this weekend, it’d be fun to work with a die-hard NUFC fan to showcase his love and dedication to his home city by getting a Greggs Sausage Roll shaved in his head as you do.
We found the nicest barber in the Toon to partner with – Edits Barbershop owner Mich Lange, who counts Newcastle players including Bruno Guimarães, Joelinton and Kieran Trippier amongst his regular clientele. We also found a fan (of NUFC and Greggs), “Matty Nicholls, 29” (as he has since been referred to), who gladly took to the chair.
A quick haircut and some shot-for-social content later, and we had a hit on our hands. The coverage landed across the Daily Mirror, METRO, Daily Star, LadBible and a host of other titles.
Then there was a five-minute interview with our hairdressing duo on BBC Radio Newcastle and a legit full page in the Daily Star.
A very tidy “Short Bake and Sides”.
