Greggs’ marketing team has acknowledged that the launch of its divisive vegan sausage roll has tapped into a very British “cultural moment” after setting social media alight and igniting the ire of Piers Morgan.
On Thursday (3 January), as steak pie leftovers were still wafting through households across the nation, the UK bakery chain introduced a meat-free menu pastry option, the vegan sausage roll, in the style of a faux-Apple product launch.
The work snowballed into something more significant than a product launch and sparked, rather than rode, the vegan debate for several days, gaining substantial coverage in the UK press.
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Source: The Drum
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