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PR roll

Greggs On A Roll

Fast-food chain Greggs is on a roll. A good PR roll. We so often comment on companies and people that get into a mess by failing to use some basic and well-known tenet of PR, that it is nice to instead focus on a company that seems to be sure-footed. While not doing anything amazing, it is just doing PR well.

Good Results – And a Staff Bonus

This month Greggs announced a phenomenal growth in sales which allowed them to award 19,000 employees a £300 bonus at the end of the month. The numbers are even more impressive when you consider that in May 2018, 18 months ago, Greggs issued a profit warning due to subdued sales that knocked 17% off the share price. This year’s bonus and positive results were widely reported, giving heaps of great publicity to the humble high street chain.

The Vegan Sausage Roll

The jump in sales was widely attributed to the success of last January’s launch of the vegan sausage roll. This in itself was another great PR success.

There really is nothing to beat catching the zeitgeist. Veganism has gone from a dusty forgotten cupboard to the limelight as ethical consumers vote with their pennies, not just to protect the welfare of the animals but also to protect the planet. (The link between veganism and climate activism is an interesting one that we may return to later. It is in itself a PR success that may yet fall apart.)

Greggs Social Media – A Case Study for Modern Marketing

But what really turbo-charged sales was the reactive Twitter campaign. Piers Morgan, who has seven million, followers tweeted ‘Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns’. To which @GreggsOfficial responded ‘Oh hello Piers, we’ve been expecting you’.

PR roll

There were a number of other witty responses to those who took aim at the sausage roll. All of which greatly helped sales.

In June Buzzfeed helpfully pulled together 19 occasions when Greggs was unexpectedly brilliant on Twitter.

PR roll

As noted at the beginning of the blog, the combination of all these things had led to a raft of coverage about how well Greggs is doing. Here are pieces in The Telegraph, The New Statesman (broadly positive), Reuters, The Independent, There are many more. Hats off to the marketing team and particularly the person who decided to allow the Twitter team to step outside standard corporate responses.

 

 

humour in pr quidditch goal posts

Humour in PR: hats off to hospital PR team

Humour in PR is rare and for good reason. It is difficult to get right. But this week, amidst all the EU In or Out campaign headlines in the UK, was a story that brought a smile to all Harry Potter fans. And a very well-judged response from the Bristol Royal Hospital for Children’s PR team.

Pictures of giant hoops, reminiscent of Quidditch goal posts, were all over the news because it came to light that an official-looking plaque set up alongside the art installation was anything but official.

humour in pr quidditch goal posts

The art installation outside Bristol Royal Hospital for Children

Humour in PR: the Quidditch goal posts

Two years ago the plaque was conceived, funded and installed by a former Bristol University student Cormac Seachoy. He found the art installation outside the hospital constantly reminded him of the goal posts in a fictional sport that forms a central theme in the Harry Potter books. He raised the money from crowd funding and with a mate, stuck the plaque up in the middle of the night in November 2014, then posted it on Facebook and tweeted it.

It reads: Dedicated to the children of Bristol, the 1998 Quidditch world cup posts enchanted by Adou Sosseh. Have a magical day.

humour in pr quidditch goal posts

The plaque looks official but was added without any authority or approval

If you are not a Harry Potter fan you might not know that Quidditch is played by wizards and witches on broom sticks. You would have to be a real Potter aficionado to know that Malawi won this fictional sport’s world cup in 1998 beating Senegal. Or that Adou Sosseh was the captain of the losing team.

humour in pr quidditch goal posts

Cormac Seachoy wanted children to believe a wizard had magically installed the ‘goal posts’

The prankster, Cormac Seachoy, was subsequently diagnosed with terminal cancer and died almost exactly a year later. The story of the plaque was out there on twitter and Facebook but went largely unreported. The hospital administration had either not noticed the plaque or assumed it was part of the art. They only realised the whole story when asked about it by the Bristol Post last week.

Humour in PR: Bristol Children’s Hospital response

This is their response: “The appearance of this plaque was a magical and mysterious event that we did not know anything about – but we are sure that our patients and their families will appreciate it. We do plan to keep this but ask that any other magical beings that wish to erect plaques on our site do speak to us first so that the muggles amongst us can say thank you and look after and maintain these gifts”.

(Muggles are non-magical beings in the Harry Potter books).

Of course, had the hospital administration said or done anything else they could have landed themselves in very hot water. Taking the plaque down could have made them very unpopular. Being anything other than appreciative of the prank would have seen them branded spoilsports, dishonouring a good man who died too young. But whoever came up with this response got it just right.

Humour in PR: some pointers

If you are inspired to use humour in your own PR here are some pointers:

  • Be careful, something that is funny to one person can easily offend another.
  • Self-deprecating humour is probably safest.
  • Paying homage to someone or something else often works well. In our example, the use of ‘magical’ and ‘muggles’ in the response does, in its way, pay homage to JK Rowling the author of the Harry Potter books.
  • Referencing something that is well known and understood by your target audience helps to create the idea that you and your business are all part of the same community.
  • Almost too obvious to state, but use colloquial not formal language.

Humour in PR: other examples

Picture credits: Art installation, Bristol Hospital Education services. The Plaque, Cormac Seachoy Facebook page. Cormac Seachoy Facebook.