When Greggs superfan Lewis Capaldi announced his much-anticipated return to the music scene at the biggest moment of Glastonbury 2025, Greggs knew we had to mark his comeback and sold-out tour in a way unique to the Scottish Beyoncé that tied back to their original partnership in 2019.
By giving the fans exactly what they wanted, we launched a nationwide Lewis-a-like competition via Greggs. As our answer to the Timothée Chalamet lookalike contests in the US, this UK version offered so much more than a meal deal, providing the chance to bag exclusive free gig tickets by simply turning up to participating Greggs shops in their best Capaldi cosplay.
Announcing the competition on Instagram in a collab post between Lewis and Greggs, the response was nothing short of phenomenal. Capaldi fans understood the assignment, rocking up to Greggs’ Glasgow Sauchiehall Street shop with queues quite literally around the block. Rolling out nationwide across multiple UK cities in participating Greggs, we saw a multitude of Lewis-a-like get-ups – from the infamous white towel and shades ‘at home’ look, to the legendary leopard print coat and pyjamas “private jet chic” ensemble.
And it wasn’t just fans who turned up dressed as Lewis doppelgangers. The media jumped on board, with GMB, The Sun, Daily Star, and Daily Mirror all covering the competition. The Sun even got one of its journalists to embrace his inner Lewis and take part!
This one truly popped off. Landing a clean sweep of national red tops and online, a mega haul of hundreds of regional, lifestyle, and listings features, as well as a smash hit of broadcast and radio across the UK. Not to mention becoming one of the top stories on STV in Lewis’ homeland.
Reaching well in excess of 100 million and doing the numbers on social with a reach of 1.4 million, this was a smash hit worthy of a number one spot (if we do say so ourselves).
