How Greggs made use of Banter Marketing

Greggs is laughing at the foodie liberals and soaking in the attention of social – and other media.

When British bakery chain Greggs apologised for offending Christians with a nativity scene advert that replaces Jesus with a sausage roll in November last year, few would have bet the chain’s ability to bounce back from the fiasco.

However, come back it did. The bakery chain learned to roll with the punches and embraced its position as butt of the joke. The result? Wall-to-wall media coverage. The baker has just announced a candlelit Valentine’s Day dinner at Greggs. Billed as the ultimate Valentine’s treat for the Greggs fan in your life, the one-night-only menu will be made entirely from Greggs’ food given a special Valentine’s twist.

Diners will be waited on at their own tables in the retailer’s first ‘fine dining’ experience, while classical music plays in the background. The menu includes Prosecco too. Social media has been chattering gaily about the announcement. As a turnaround, Greggs could not have asked for anything more.

Source : https://www.theguardian..com/business/shortcuts/2018/jan/30/greggs-valentines-day-deal-pie-publicity-stunt-marketing