Greggs

The UK’s most iconic high-street staple partnered with Wicked: For Good to bring their cultural reverence to the movie release. Brand Culture supported with strategy and execution for the campaign, offering” The Yellow Bake Road” concept.

Greggs transformed its flagship Leicester Square and Manchester Trafford Centre stores into themed, stunning Ozian- world- inspired bakeries. Additionally, a limited-edition Greggs x Wicked “Baked For Good” Box was made available exclusively on Just Eat for a select few customers and influencers.  

In-store, shoppers could also pick up bespoke Wicked: For Good-branded limited-edition travel cups at more than 1,500 Greggs locations nationwide, which remain a sough-after item across the country!

These touchpoints were supported by some social media content which went viral among all the Wicked fans and general public, as well as an app competition “quest” that unlocked themed Wicked rewards.