A Greggs World

A Greggs World is a research report I developed for my Master’s degree in advertising. Instead of the traditional formats of a dissertation, I challenged this report to be industry-facing, entertaining and relevant to the current media landscape.

This research report focused on how Greggs can build superfans by applying world-building techniques inspired by Taylor Swift.  Through interviews with current Greggs fans and Swifties, alongside speculative prototypes, I explored three key findings that are important to shape a relatable, immersive brand world.

Access the full report: tinyurl.com/agreggsworld