{"id":119698,"date":"2019-01-07T11:04:54","date_gmt":"2019-01-07T10:04:54","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=119698"},"modified":"2019-01-07T11:04:54","modified_gmt":"2019-01-07T10:04:54","slug":"the-best-campaign-of-the-year-so-far","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/the-best-campaign-of-the-year-so-far\/","title":{"rendered":"The best campaign of the year \u2026so far"},"content":{"rendered":"<p><strong>We\u2019re only a week into 2019 but there\u2019s already a strong contender for best campaign of the year. Greggs grabbed headlines throughout 2018 with its <a href=\"https:\/\/inews.co.uk\/inews-lifestyle\/christmas\/greggs-christmas-logo-reverse-fenwick-newcastle\/\" target=\"_blank\" rel=\"noopener\">reactive PR and campaigns<\/a> and this year is no different. <\/strong><\/p>\n<p>The launch of a Greggs vegan sausage roll seemed inevitable \u2013 there are reportedly over three million vegans in the UK and \u2018vegan\u2019 was one of the <a href=\"https:\/\/www.vuelio.com\/uk\/resources\/white-papers\/what-journalists-want-what-the-journalist-enquiry-service-taught-us-about-coverage-in-2018\/\" target=\"_blank\" rel=\"noopener\">most requested topics by journalists in 2018<\/a>.<\/p>\n<p>It was the social strategy that went alongside the launch that received all the attention, particularly when it triggered Piers Morgan into tweeting this:<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns. <a href=\"https:\/\/t.co\/QEiqG9qx2G\">https:\/\/t.co\/QEiqG9qx2G<\/a><\/p>\n<p>\u2014 Piers Morgan (@piersmorgan) <a href=\"https:\/\/twitter.com\/piersmorgan\/status\/1080526060507283456?ref_src=twsrc%5Etfw\">January 2, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>This was the start of a series of anti-vegan tweets from the GMB host. Greggs, already dealing with a few \u2018upset\u2019 social media users, replied to Morgan with:<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Oh hello Piers, we&#8217;ve been expecting you<\/p>\n<p>\u2014 Greggs (@GreggsOfficial) <a href=\"https:\/\/twitter.com\/GreggsOfficial\/status\/1080527865467322369?ref_src=twsrc%5Etfw\">January 2, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>This simple, inoffensive reply shot the story into the headlines as the company was seen to be \u2018<a href=\"https:\/\/www.standard.co.uk\/news\/uk\/greggs-hits-back-after-piers-morgan-brands-bakery-chain-pcravaged-clowns-in-row-over-vegan-sausage-a4029181.html\" target=\"_blank\" rel=\"noopener\">hitting back<\/a>\u2019 at Piers Morgan. With a slow Government-isn\u2019t-back-in-session-yet start to 2019, stories about the vegan sausage roll started to dominate \u2013 the Evening Standard reported that Londoners are split on the \u2018<a href=\"https:\/\/www.standard.co.uk\/news\/uk\/greggs-vegan-sausage-rolls-londoners-split-on-insanely-popular-pastry-as-some-stores-in-capital-sell-a4029871.html\" target=\"_blank\" rel=\"noopener\">insanely popular sausage rolls<\/a>\u2019, while Good Morning Britain presenters (without Morgan) <a href=\"https:\/\/www.youtube.com\/watch?v=C9gM2Urw_r0\" target=\"_blank\" rel=\"noopener\">tried them live on air<\/a>.<\/p>\n<p>Morgan tried one this morning on air, and spat it into a bin.<\/p>\n<p>Greggs scored a whopping result with a single, simple tweet that wasn\u2019t mean or malicious. A later tweet from Morgan perhaps revealed how much he enjoys getting attention this way, while also highlighting Greggs\u2019 success:<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">You owe me a large cheque \u2066<a href=\"https:\/\/twitter.com\/GreggsOfficial?ref_src=twsrc%5Etfw\">@GreggsOfficial<\/a>\u2069 &#8211; or perhaps I owe you one? ? <a href=\"https:\/\/t.co\/nxdQusnQW7\">pic.twitter.com\/nxdQusnQW7<\/a><\/p>\n<p>\u2014 Piers Morgan (@piersmorgan) <a href=\"https:\/\/twitter.com\/piersmorgan\/status\/1080853892458573824?ref_src=twsrc%5Etfw\">January 3, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Other brands joined in on the pro-vegan gently-anti-Morgan tweeting, including McDonald\u2019s:<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">It\u2019s all about choice Piers, our 4m customers per day come for many different reasons &#8211; from famous favourites like our Big Mac and vegan-friendly Fries to our Meals Under range. We look forward to seeing you for your usual order soon ?<\/p>\n<p>\u2014 McDonald&#8217;s UK (@McDonaldsUK) <a href=\"https:\/\/twitter.com\/McDonaldsUK\/status\/1080786221981487104?ref_src=twsrc%5Etfw\">January 3, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>As well as Pizza Hut and TGI Fridays:<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Sorry we\u2019re late to the party guys (holiday hangover!),<a href=\"https:\/\/twitter.com\/pizzahutuk?ref_src=twsrc%5Etfw\">@PizzaHutUK<\/a>, <a href=\"https:\/\/twitter.com\/GreggsOfficial?ref_src=twsrc%5Etfw\">@GreggsOfficial<\/a> but we are ready to roll from Monday??<a href=\"https:\/\/twitter.com\/piersmorgan?ref_src=twsrc%5Etfw\">@piersmorgan<\/a> we\u2019ve reserved you a table ? <a href=\"https:\/\/t.co\/8c3SvpuECL\">pic.twitter.com\/8c3SvpuECL<\/a><\/p>\n<p>\u2014 TGI Fridays UK (@TGIFridaysUK) <a href=\"https:\/\/twitter.com\/TGIFridaysUK\/status\/1081134925624102913?ref_src=twsrc%5Etfw\">January 4, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>But the media\u2019s attention was only for Greggs\u2019 vegan sausage roll and \u2018owning\u2019 Morgan.<\/p>\n<p>So, what lesson have we learned for 2019? Is it this one from W?<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">PR Strategy for 2019: Trigger <a href=\"https:\/\/twitter.com\/piersmorgan?ref_src=twsrc%5Etfw\">@piersmorgan<\/a> to publicly criticise the client. <a href=\"https:\/\/t.co\/imcuW3gV8g\">pic.twitter.com\/imcuW3gV8g<\/a><\/p>\n<p>\u2014 W (@Wcommlondon) <a href=\"https:\/\/twitter.com\/Wcommlondon\/status\/1080884738418716672?ref_src=twsrc%5Etfw\">January 3, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Or is it the same as every other year: be smart, be responsive and be relatable.<\/p>\n<p>Happy 2019 from your Monday PR Club. Now\u2026 where\u2019s the nearest Greggs?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019re only a week into 2019 but there\u2019s already a strong contender for best campaign of the year. Greggs grabbed headlines throughout 2018 with its reactive PR and campaigns and this year is no different.<\/p>\n","protected":false},"author":423,"featured_media":119699,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,1109,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/119698"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=119698"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/119698\/revisions"}],"predecessor-version":[{"id":119701,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/119698\/revisions\/119701"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/119699"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=119698"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=119698"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=119698"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}