In a week of dismal news for retail, shares in Greggs hit an all-time high on the back of some savvy marketing and solid trading figures.
It’s a turnaround from the spring when it issued a profit warning after freezing weather dented sales.
But it was the launch of a vegan sausage roll that propelled it into the headlines.
It was another example of how Greggs has harnessed social media to boost profits.
The marketing campaign – helped