What did people actually think of it?
I personally thought it was really good, while others in the office who tried it felt the same. But that’s a small sample. We can look to Brandwatch Analytics to get a better idea.
The conversations are full of sarcasm and there are plenty of negative mentions that are both pro and anti the VSR or Piers Morgan. In other words, it’s pretty clear the world finds eating (or not eating) meat a very emotive subject with jokes, insults, and memes thrown in all directions.
So we went for taste and looked at ‘disgusting’ and ‘delicious’ mentions. We created two categories based on relevant words and looked at the time period from Greggs opening up until 5pm.
In this instance we found 1,180 ‘delicious’ tweets compared to 74 ‘disgusting’ ones. It turns out most people criticising the roll did so before it was even available to buy.
Looking at positive and negative mentions for the same period, there were 1,716 positive ones compared to 962 negative (again with the latter including essentially pro-VSR posts who were angry about anti-VSR posts 🙃).
This is a pretty surface level analysis we’ve put together, but from the looks of it, people are getting behind Greggs and their vegan sausage roll (as am I).
Based on the nationwide clamor for the rolls, Greggs have hit on at least a short term success. It seems like a sure-fire way to get people in the door is to get people talking and debating on Twitter, something we also saw with Lush and their SpyCops campaign.
It’s yet to be seen if the VSR has staying power, but with McDonald’s also announcing a vegetarian Happy Meal today (unfortunate timing for McDonald’s PR team), it seems like the choice for non-meat eaters is getting wider and wider.
Cover image found here under the CC BY-SA 3.0 license.