That Lot is seeking to build a network of ‘ultra-loyal super fans’ across social media | Photo credit: Greggs

Greggs has appointed London-based That Lot as its Social Agency to boost brand awareness and drive social media engagement across its channels. 
 

The 2,473-store UK bakery chain will work with That Lot to create engaging, social-first content to build a network of ‘ultra-loyal super fans’ across social media.  

The partnership includes activations across Greggs’ existing social media channels, where it has 738,000, 158,000 and 16,400 followers on Facebook, Instagram and TikTok respectively. 
 

Alongside social strategy and online content creation, That Lot specialises in videography, live social media broadcasting and podcasts. 
 

“Social has always been an integral channel for building the Greggs brand, how we’ve entertained and for creating the unique role that we continue to play within British culture. With even bigger creative ambitions this year to disrupt again across existing and new channels, what was equally important to us throughout the pitch process, was finding a team with a great cultural fit and essentially who just got us instantly as a brand,” said Fiona Mills, Brand Communications Lead, Greggs. 

Greggs’ previous marketing campaigns have included partnerships with singers Lewis Capaldi and Sam Fender, collaborations with high-street retailer Primark and targeted product advertising campaigns, most notably for the launch of its vegan sausage roll. 

The bakery-café chain achieved 19.6% year-on-year sales growth to £1.8bn ($2.3bn) in 2023, driven by delivery and later opening hours. World Coffee Portal research shows 44% of UK consumers surveyed ordered from the bakery café chain last year – up 5% on 2022 – with 55% holding a favourable opinion of the brand. 

Weber Shandwick-owned That Lot also counts Jamie Oliver, IHG, M&S and Red Bull among its clients.