Sausage roll giant Greggs has turned to the agency behind the world conquering Haribo “Kids Voices” campaign to bring its pastries, pizzas, steak bakes and sweet treats to a wider audience, working across advertising and retail activation.
Quiet Storm, which has worked for Haribo for well over a decade, has been appointed to Greggs creative roster in a move that reunites the agency with another former client, On The Beach marketing chief Zoe Harris, who became customer and marketing director at Greggs in May.
The agency’s remit will span product launches, seasonal campaigns and activity, designed to extend Greggs’ appeal to new audiences and occasions.
Greggs was named the UK’s strongest brand in 2025 by valuation consultancy Brand Finance, built on familiarity and recommendation. With the brand’s reputation firmly established, Quiet Storm’s remit will be to help convert that strength into measurable sales.
Harris said: “Greggs has incredible fame and love. The job is turning that love into even more visits. Quiet Storm are brilliant at unexpected creative that delivers commercially. They’ll push us as hard as we’ll push them, and together we’ll get to killer work.”
Quiet Storm founder and ECD Trevor Robinson added: “Zoe shares the same creative ambition as we do, and she’s exactly the client you want when you’re trying to make breakthrough work. It’s a pleasure to be tackling Greggs’ next challenges alongside her.”
In August, Greggs boosted its data-driven strategy by hunting its first head of data and AI amid plans to “turn agentic AI from a big idea into something that delivers real value every day”.
The data and AI agenda is currently led by former Pets at Home and Royal Mail chief data officer Robert Kent, who joined Greggs in April 2024. It is not known how he will fit into the new structure but Kent is also the founder of the AI Advisory Group, which helps organisations deliver value from their tech investments at scale.
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