How Greggs Made Its Vegan Sausage Roll a Social Media Sensation.

Bloomberg

Greggs got the publicity it desired because of the fun attitude to marketing, showing it’s a brave and modern brand, British publicist Mark Borkowski said. “In a very noisy world where it’s very difficult to raise your head above the parapet, to extend the story, to keep it running as your main marketing initiative, you need noise,” Borkowski said in a phone interview. “Piers Morgan gave that sort of noise.

Read full article here: https://www.bloomberg.com/news/articles/2019-03-09/how-greggs-made-its-vegan-sausage-roll-a-social-media-sensation