GREGGS SOCIAL
2018

While at Splendid Communications, we pitched to become Greggs’ social agency—and won. From that moment, we took the reins on their Instagram and social channels, helping transform the high street bakery into a much-loved presence online.

As part of the core team, I created the brand’s first ever ‘Bake Book’—a set of social-first visual guidelines defining how products should appear across all content. From styling and lighting to tone of voice and platform-specific formats, it became the foundation for consistent, crave-worthy visuals.

I also worked closely with photographer Peter Lally, art-directing monthly shoots and editing content for campaigns, cultural moments, and everyday posts. It was a fast-moving, collaborative process with a big focus on craft, helping Greggs build a more premium, playful look across its channels—without losing the humour and accessibility the brand is known for.