When Greggs, the most British of brands, wanted to create maximum publicity for the launch of their new hot dog range, the Newcastle-based bakery travelled to New York City to undertake the ultimate taste test.
Complete with a limited edition Greggs street food cart, they set out to see what New York locals thought of the 'UK' hot dog.
THE CHALLENGE
Working alongside, Greggs’ PR agency, AP Assignments were commissioned to create video and photos for the #HotDogsOnTour campaign, which could be used across broadcast, digital and social media channels.
We needed to capture real New Yorkers, sampling the British version of their very own invention and providing their feedback.
HOW WE HELPED
Logistics for the campaign shoot were organised by Greggs and our team in the UK. Once the brief was finalised our New York team selected the most appropriate local photographic and video crews. Our local knowledge proved invaluable, from navigating the correct filming permits to sourcing the best locations ensuring a smooth and effective shoot.
The approval of one of the world's street-food capitals paved the way for the roll-out of Greggs hot dogs to 1,700 shops across the UK.
