UK bakery chain Greggs reversed the sign at its Newcastle shop for the festive season so that it would look better in customers’ selfies.
The store is directly across the street from Fenwick department store, which is famous throughout the city for its vibrant Christmas window displays. Thousands of families queue up each year to see the displays and take a picture, with the reflection of the Greggs sign appearing in many of these. By flipping the logo, Greggs was ensuring its logo would appear the right way round in all of those selfies. It also created an arresting sight for those walking down the street.
A Greggs spokeswoman said: “Our Newcastle customers might do a double take when looking at our Northumberland Street shop sign today. It might not be obvious why we’ve reversed our logo at first, but on reflection eagle-eyed fans might spot it when they look in the window across the street.”
Carl Milton, store director at Fenwick Newcastle did not mind the guerrilla marketing tactics: “Both Fenwick Newcastle and Greggs are synonymous with the region so we see this as a compliment for Greggs to want to be involved with our annual Christmas window reveal.
“Every year Fenwick Newcastle’s Christmas window creates a huge buzz and given that Greggs is in such close proximity to our Northumberland Street display, its logo is often seen in pictures on the reveal night as everyone takes the first shots of what’s behind the curtain. We’re looking forward to seeing all of the conversations on social media tonight with both our magical display and Greggs’ fantastic stunt.”
Full address: 24-32 Northumberland St, Newcastle upon Tyne NE1 7DE, United Kingdom
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