Let's face it, Greggs

May 9 2007 By The Journal

Of all the North-East's plcs the one more people here seem to have a place in their hearts for is that purveyor of pies, pasties and sarnies, Greggs. After a tough year or two's trading the Newcastle company is now trying woo customers back into its stores with a lavish advertising campaign.

The £3m effort, which includes its first television ads and features popular North-West comic Paddy McGuiness, is hoped to raise its profile and remind viewers of the firm's hearty if not always slimming fare.

But Pudding Chare was surprised to discover that the store chain's profile is already rising in Scotland. It appears, if the internet encyclopedia Wikipedia is to be believed, that Greggs has been honoured by entry into a special club.

The entry on Wikipedia reads thus: "The word `Greggs' has also been adopted by some football fans in Scotland (particularly those who post on club message boards) as a term for unsubstantiated football rumours. Greggs outlets are particularly well-patronised at lunch-times when long queues provide opportunities for chat and gossip.

"This has led to the belief that many rumours purporting to be received by posters on good authority (eg a club insider) originated in Greggs queues. `Greggs' has thus become a pejorative term to describe football rumours and gossip as in `sounds like Greggs to me'."

Whether this association is flattering enough to add to the company's push to make itself more appealing to the hungry masses, Pudding Chare would not like to guess, but as the saying goes `no publicity is bad publicity'.

Certainly the brand is getting a surprisingly glamorous association in its reported links with Hollywood filmstar and the official face of L'Oreal Milla Jovovich. There have been rumours that the company would like to make her their official pasty poster girl.

Milla's passion for Greggs famous pastries, particularly their cheese and onion treats, first began five years ago when she first visited the region with her boyfriend, Newcastle-born director Paul Anderson.

According to one report the couple were once almost late to a Press conference after going in search of a Greggs in London.

And she has been quoted as saying: "Whenever I'm there, the first thing I do is buy one. Oh my God, I love them.

"I have often said I would be the face of Greggs … but they haven't approached me yet."

Until then we will have to see if Mr McGuiness's more down-to-earth charm can boost the company's fortunes.