Projects
Greggs — "Eat MORE Sausage Rolls"
This deck presents a brand campaign for Greggs, built from analysis of a large UK consumer dataset. It covers the problem framing, the data analysis, and the resulting campaign recommendation.
A brand campaign built entirely off a large consumer survey dataset, using statistical analysis in Excel to test assumptions rather than relying on gut instinct. The starting theory was that Greggs had an awareness problem. The data said otherwise, pointing to a frequency problem instead. What people said would make them visit more and what the data showed actually drove visits turned out to be two different things, which shaped the whole campaign direction. "Eat MORE Sausage Rolls" leads with what the numbers actually supported. Full analysis and methodology are in the deck.