The recipe for successful vegan public relations doesn’t have to be fancy, but it calls for quality ingredients.
In January 2019, the U.K food chain Greggs Plc, known for selling no-frills, basic grub, launched a vegan sausage roll. Bloomberg reports that, through clever social media marketing and big dollop of creativity, the company has turned what could have been a niche product into a powerhouse performer.
Another reason for its success, though, was the social media campaign that turned viral. Greggs had sent the vegan rolls to “opinion formers” in a sleek box more like the iconic iPhone package than a fast-food container. That whetted the appetite of Vice journalist Hannah Ewens. She shared her eating experience in a series of photos published on the magazine’s website.
Successful Social Media Strategies
The social media campaign turned out to be a master class in vegan public relations. In fact, the Greggs social media accounts seem to be handled by someone with Wendy’s levels of snark, who expertly used some Twitter aikido to turn predictable internet backlash into vegan PR gold, according to LiveKindly:
Greggs launched vegan sausage rolls last January in response to demand, punctuated by a PETA (People for the Ethical Treatment of Animals) poll that gained more than 20,000 signatures. Despite the expected troll-like reaction from “Good Morning Britain” host Piers Morgan, who called the bakery chain a bunch of “PC-ravaged clowns,” the meatless sausage roll has been a hit. Greggs even credited it for boosting sales to £1 billion.
Unfazed by the rancor, the Greggs’ reply to Morgan’s outburst was deliciously understated and eminently retweetable:
If your company doesn’t know where to start to promote its vegan food products, you can partner with the vegan PR experts at Orange Orchard. Our team knows the recipe for success. If you’re looking to boost the visibility of your plant-based offerings, contact Orange Orchard online or at (865) 977-1973.