easyJet x Greggs – Lands in Newcastle.

Idea:

To celebrate easyJet’s new Newcastle base, we partnered the airline with local favourite Greggs, giving its iconic sausage roll a holiday-inspired twist with destination dips, free giveaways and a world first – Greggs served on a plane.

Execution:

The partnership gave Geordies a taste of the destinations reachable from easyJet’s new base, pairing Greggs sausage rolls with five unexpected dipping sauces: Tangy Tarte Tatin from France, Spicy Harissa Ketchup from Tunisia, Silky Affogato from Italy, Snappy Sangria from Spain and Saucy Kebab from Turkey.

We took the collaboration onto Newcastle’s streets with a co-branded trolley, where easyJet cabin crew handed out free sausage rolls and dips. Photography and video captured the partnership at recognisable landmarks, including the Angel of the North, Millennium Bridge and Grey’s Monument, alongside a staged onboard shoot.

Passengers on four inaugural flights from Newcastle were also treated to free sausage rolls and destination dips, bringing the celebration directly into their holiday experience.

Supported by media gifting, taste tests and collaborative social content, the campaign turned a base opening into a playful celebration of local pride and travel, giving easyJet’s arrival a distinctly Geordie flavour.

Results:

The campaign delivered 395 pieces of coverage, including 10 national articles, 306 regional online articles, 24 broadcast pieces and 21 social pieces, with a reported reach of over 298 million.

Highlights included Metro, The Sun, MailOnline and Daily Mirror, alongside broadcast coverage across Heart, Capital FM, Classic Hits 4FM and Virgin Radio UK.