For the Greggs “eXpected Greggs” football campaign, AJ Promotions successfully secured high‑profile talent Ally McCoist and Chris Sutton to bring personality, humour and genuine football insight to a bold brand initiative by Greggs and Just Eat.
The campaign transformed the often technical “expected goals” (xG) stat into “eXpected Greggs,” turning England and Scotland’s tournament performances into free sausage roll giveaways and McCoist and Sutton were central to driving engagement across Greggs’ social channels with post‑match analysis and entertaining commentary.
Their involvement boosted visibility and fan interaction, demonstrating AJ Promotions’ strength in aligning well‑loved sporting figures with creative, culturally resonant brand campaigns.