The Roll Trilogy is Here

Greggs, the beloved high street icon famous for its signature Sausage Rolls, has unveiled a new addition to the line-up, the Chicken Roll.

To mark its release, we’ve developed a legendary campaign that introduces the new chick on the block, while shining a spotlight on the mouthwatering rolls that built the legacy in the first place – the Sausage Roll and the Vegan Roll.

We knew from the off that this launch was going to be mega. Greggs sells over one million Sausage Rolls every single day, so the news of an all-new roll hitting the menu was naturally going to be everywhere. We needed an idea that could tie up all of the buzz around the new product under one, flexible concept.

So we created The Roll Trilogy, a cinematic-inspired campaign that celebrates Greggs’ renowned rolls in all their forms, while welcoming the Chicken Roll as the next chapter in the flaky franchise. Taking cues from classic Hollywood movie launches, we treated each roll like its own feature – The Original Roll, The Vegan One and finally, The New Chick on the Block – each with its own moment in the spotlight.

We produced a suite of trailer-inspired films that showcase each roll in all their golden glory. Complete with dramatic voiceovers and slow, moody pans, the work leans into the full blockbuster treatment, layered with tongue-in-cheek details you’d expect from a big release – critic-style lines like “An absolute must-eat” and “The performance of a lunchtime”, plus award-style laurel wreaths crafted from the rolls themselves across digital formats.

Our Roll Trilogy concept became the overarching idea behind the entire launch. You can see it play out across Greggs’ social channels, in the press and everywhere this big release has landed, with the concept guiding how the new icon was introduced to the world and brought to life by Greggs across every touchpoint.

The campaign is currently running across out-of-home, paid social (Meta, TikTok and YouTube in 6, 20 and 30-second formats), media drops and in-shop digital screens – and we hope you’ll be running to your nearest Greggs to try the new Chicken Roll.