tms and Priority from O2 create a loyalty-driven Super Saturday experience with Greggs
Priority from O2 and Greggs brought fans in on the action for the Guinness Men’s Six Nations Rugby Championship – also known as “Super Saturday” – by leveraging O2’s England Rugby sponsorship connections.
tms facilitated an activation between Priority and Greggs to deliver a loyalty-led experience that rewarded fans with an exclusive watch party for one of the biggest days in the UK sporting calendar. The collaboration resulted in The Ultimate Super Saturday at The Golden Flake Tavern, an immersive Rugby match day experience that brought the value of loyalty to life.
Strategy behind the activation
tms led the strategy and ideation of the activation, which saw Priority, utilize the existing Greggs, pop-up pub at Fenwick Newcastle – The Golden Flake Tavern to create a distinctive, fan-first experience that rewarded loyalty through exclusive access.
Leveraging Priority as the entry point, members were invited to enter an in-app competition for the chance to attend the Super Saturday watch-party. 88 winners were selected to attend the full venue takeover, transforming a traditional pub viewing into a premium experience that thanks loyal customers.
A fan-first matchday experience
The Golden Flake Tavern was fully reimagined for matchday, with a Greggs x Golden Flake matchday menu on arrival with reinvented pub classics with a sprinkle of Greggs magic, exclusive prizes and giveaways throughout the event, live Q&A sessions and appearances from rugby talent, and on-site branding and partner integration across the venue.
To maximize reach, content captured during the activation — including talent moments, fan reactions and behind-the-scenes footage — was amplified across Greggs and O2 channels.
The power of loyalty
The Priority x Greggs Super Saturday activation shows how loyalty can unlock deeper partnerships and stronger fan engagement. With the right partners and an authentic matchday experience, tms helped turn loyalty into value for every brand involved.
At tms, we deliver loyalty programs and brand partnerships that go beyond rewards — creating meaningful experiences that connect brands to culture and drive shared business outcomes. Get in touch to learn more about our services.
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