Greggs + Newcastle Airport kinda created itself. Cementing Greggs’ position as the North East’s favourite food-on-the-go provider, and raise a smile while we’re at it was the brief. Creating a Greggs airline crew was the idea. The iconic PAN AM advertising and photography that defined an era inspired the styling.

Wardrobe design for the air crew was key, fully kitted out in elegant blue and gold branded uniforms, with retro quatra dot cabin bags, flight clips and matching jewellery—the shoot was tight but we pulled it off with a team of people who were a joy to work with, as were the models who alternated between Captain and Steward/Stewardess characters.

The campaign launch was delayed by COVID-19, but has since been installed in Newcastle Airport and other Airports across the UK with alternate messaging, ‘On behalf of the entire crew welcome to tastiness’.

Wanted to push the idea into installations across the airport using life-size cardboard cutouts of the crew initially, but this has yet to be realised.

Agency: Drummond Central
Creative, Art Direction & Graphic Design: Sam Laverick
Photography: Dan Prince
Styling: Charlotte Condliffe
Retouching: Matt Brewin