Video Arts gives Greggs the recipe for effective video content
Video Arts has designed and delivered a video workshop for the in-house video production team at Greggs, the UK’s biggest food-on-the-go retailer, to help them create better quality and more engaging video content.
"It was a very successful session which really created a buzz and the impact has been immediate. People have put the learning into practice straightaway and we’re already seeing higher quality and more engaging videos as a result.”
Colin Burgess, head of content at Video Arts, designed and delivered the workshop for representatives from Greggs’ corporate communications, retail operations and L&D teams. Delivered at Greggs’ head office in Newcastle, the workshop covered issues such as choosing the right video style, creating a narrative, storyboarding and using locations, as well as production techniques such as framing a camera shot, lighting, recording sound and editing.
“Video is a very effective way of communicating key messages business-wide.” said Holly Hurkett, Retail L&D Manager at Greggs.
“Our 20,000 strong workforce might be spread across the UK but they can all watch a video, so it’s a communications medium that breaks down any barriers. Although we’d produced a number of videos, we knew we could do it better so we asked Video Arts for help because they’re the market leader in video.”
Greggs produces short videos on how to produce and package new products for its 14,000 customer-facing employees across 1,700 shops. Video is also used for performance updates from the Retail Operations Director, peer-to-peer knowledge-sharing amongst shop managers and trading updates from the Chief Executive.
“Some of our previous videos had looked like the closing sketch of the Two Ronnies with people behind a desk talking straight to the camera.” said Holly Hurkett. “On the workshop, we learned how to use a variety of different styles to keep things interesting. Colin is a natural facilitator and he was able to pitch the content at the right level. It was a very successful session which really created a buzz and the impact has been immediate. People have put the learning into practice straightaway and we’re already seeing higher quality and more engaging videos as a result.”
The workshop participants have formed their own action learning set, to sustain the momentum and to share tips and examples of their work.
“We’re conscious that we’re just dipping our toes in the water, in terms of the potential of video in our business.” said Holly Hurkett. “By delivering the right messages in better quality videos, we can inspire our colleagues to provide an even better service. That way, our customers can rely on us for not only great tasting fresh food but a great shopping experience too.”