The Need

Greggs wanted to understand the “on the go” breakfast market better in terms of consumer behaviours & needs as they repositioned their offer in this space. They also wanted to understand levels of brand awareness, usage, and consideration amongst category users, and the impact of an outdoor advertising campaign.

Our Approach

Opinium conducted online research amongst regular “on the go” breakfast eaters as well as conducting on the street interviews amongst category users who had the opportunity to be exposed to the outdoor activity.

The Outcome

The research generated valuable insight for the Greggs team in terms of shaping their breakfast proposition as well as showing the impact of their recent marketing activity.