Marketing lessons to steal for your brand
Piers Morgan’s response to Gregg’s new vegan sausage roll in 2019
Here’s a look at the campaigns everyone still can’t stop talking about – and how you can use some of that inspiration to create your influencer marketing strategy.
🌭 Greggs: The Sausage Roll That Broke the Internet
What They Did:
Greggs launched their vegan sausage roll during Veganuary and dropped it into the hands of UK influencers, including Piers Morgan, a known critic. He documented his response in a tweet: “Nobody was waiting waiting for a vegan bloody sausage, you PC-ravaged clowns,” after Greggs announced the “wait is over” for its vegan sausage rolls.
His outrage set Twitter ablaze, sparking free press, viral memes, and the vegan sausage rolls to sell out nationwide.
Why It Worked:
Controversy: They handed the mic to their biggest hater, turning criticism into marketing gold.
Direct Influencer Outreach: Everyone who was anyone (vegan or not) had a sausage roll in their hand—and on their feed.
What You Can Do: Be bold—send your product to influencers who are known for sparking conversations. Love it or hate it, their reaction will get people talking, and you'll gain valuable exposure either way.
🛍️ ASOS: The Rise of #AsSeenOnMe
What They Did:
ASOS flipped the script, putting micro-influencers and customers in the spotlight. Through #AsSeenOnMe, everyday people (and influencers) shared their ASOS looks, creating a wave of relatable, aspirational content.
Why It Worked:
Micro-Influencer Magic: Smaller audiences = higher engagement.
UGC Goals: Nothing’s more authentic than real people hyping your brand for you.
What You Can Do: Start a hashtag that invytes your community to flaunt your product. Bonus points if you reshare their posts and build FOMO.
📲 O2: TikTok, but Make It Gen Z
What They Did:
To promote its Priority app, O2 partnered with TikTok creators like Perri Kiely, who made quirky, challenge-style videos showcasing the app’s perks.
Why It Worked:
Platform-First Thinking: They didn’t just “repurpose content”; they embraced TikTok’s personality—fun, fast, and fresh.
Relatable Influencers: Their chosen creators weren’t just trendy; they spoke Gen Z’s language.
What You Can Do: Meet your audience where they are—and don’t just post content for the sake of content. Find influencers connected to the audience you want to tap into.
☕ Yorkshire Tea: Serving British Banter with a Side of Tea
What They Did:
Partnering with comedian Sarah Millican, Yorkshire Tea leaned into its roots with the “Where Everything’s Done Proper” campaign. Equal parts hilarious and heartwarming, the campaign reinforced their “serious about tea, not about themselves” vibe.
Why It Worked:
Humour with Heart: Relatable comedy builds trust and likeability.
Cultural Pride: They doubled down on their “Britishness” without feeling forced.
What You Can Do: Don’t shy away from your brand’s quirks—they might just be your biggest flex.
Gymshark fitness influencers
🏋️♀️ Gymshark: Turning Fitness Goals into a Global Movement
What They Did:
Gymshark went all-in on influencer partnerships, but here’s the twist: they built a community. Influencers hosted challenges, shared workout content, and made the brand feel like a lifestyle, not just apparel.
Why It Worked:
Community First: They didn’t just sell clothes; they sold belonging.
IRL Events: Pop-ups and expos made their fans feel like VIPs.
What You Can Do: Bring your community together IRL or online. The goal? Create a movement they need to be part of.
💡 The Playbook for Success:
From Greggs’ cheeky drama to Gymshark’s cult-like following, the UK’s best campaigns are all about authenticity, strategy, and knowing your audience better than they know themselves.
🚀 Want to see how Invyted can help you connect with the right influencers? Let’s chat. ✨
