~£290k in additional revenue
Greggs & Blis: Proving incremental revenue at Christmas
Christmas is one of the busiest, noisiest moments in the retail calendar. For Greggs, the challenge was getting its Christmas gift cards noticed, this is a product shoppers often treat as a last-minute, low-consideration purchase.
- ~£290k in additional revenue
- 1.1% incremental spend lift
- 11% uplift in footfall
- +5pt lift in brand awareness
The challenge
Greggs, the UK’s leading food-on-the-go retailer, needed a national campaign that stayed locally relevant, cut through festive advertising noise, and proved that digital media drove real store visits and spend.
Working with Carat, Blis built an omnichannel Display and Audio campaign focused on what people actually do, not just who they are – using real-world movement data and spend insights across Greggs catchment areas.
Across 6.8 million impressions, the campaign generated around £290,000 in additional revenue.
The solution
Using Blis Audience Explorer, the team targeted high-intent shoppers based on real-world behavior, skewing toward convenience-driven city audiences with a high propensity to spend on in-store holiday shopping. Activity ran exclusively within geofenced Greggs catchments to keep messaging locally relevant at national scale, while online and offline spend insights, paired with till-point data identified active, repeat seasonal shoppers.
Display built awareness of the gift card range at scale, while Audio reached consumers on the move during peak travel and commuting hours.
Smart Holdout Groups compared 1,419 exposed districts with 199 statistically matched control districts, using spend insights to measure the true incremental impact on footfall, digital behavior, brand, and sales: cookie-free and ID-free.
The results
The campaign drew a clear line between media exposure and real revenue during the most competitive weeks of the year.
- ~£290k in additional revenue, with 98% of media-driven spend happening in store
- 1.1% incremental spend lift, peaking at 1.5% in the first week
- 11% uplift in footfall among exposed audiences
- +5pt lift in brand awareness
The campaign also drove a 3.9% increase in app and website activity, and 51% of exposed consumers took or intended to take action. Impact peaked early, showing that early engagement is essential for capturing festive intent, while Display driving awareness and Audio driving action proved the value of giving each channel a distinct role.
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