The Monzo x Greggs Sausage Roll ATM in Newcastle

Introduction

Monzo Bank, already dubbed as “Gen Z’s Favourite Online Bank”, take another creative leap forward in their effective marketing strategies. Today, Monzo and Greggs teamed up to promote their partnership for the Monzo’s Perks plan, with the world’s first sausage roll dispensing ATM machine. This genius campaign not only captured the hearts of Newcastle folk, but also highlighted the impact that thoughtful and innovative design can have on consumer engagement; creating experiences that resonate and leave a lasting impression.

The Concept

The “ATMmm”, a one-day pop-up installation located on Grainger Street in Newcastle, featured two ATM machines: One labelled “Money” and the other “Monzo”. The left “Money” ATM was intentionally out of order, while the right “Monzo” ATM dispensed free Greggs sausage rolls and vegan sausage rolls; designed to look like a traditional ATM, but instead of dispensing cash, it offered the freshly baked free treat. This side-by-side comparison of a large queue at the ”Monzo” ATM, and a non-existent queue at the “Money” ATM illustrated how Monzo makes banking feel different and better.

The Execution

I’m no marketer, but I know good marketing when I see it. What’s better than ‘good’ marketing? Marketing executed through good design.

The ‘ATMmm’ is an experience that blends traditional functionality with the novelty of a one-off encounter. Arriving at the machine, you were greeted with an intuitive interface, guiding users through a simple process to “withdraw” the sausage roll of their choice, creating a experience correlating to that of the user experience in the Monzo App. Watch the interactions here.

The use of Monzo’s signature hot coral colour made the ATM stand out in the street, contrasting to anything and everything around. The overall experience and execution of receiving a warm sausage roll from an ATM machine is both surprising and delightful, making it an instant hit on social media.

The campaign was a brilliant example of experiential marketing and design; creating a physical touchpoint that delivers an unexpected yet enjoyable experience. Monzo and Greggs have successfully generated brand visibility and highlighted the impact they can make when partnered together. For Monzo, it’s a playful reminder of the perks that come with their banking service. For Greggs fans, it’s a celebration of their favourite bakery in the town where it all began. This dual appeal clearly resonated with a broad audience, evidenced by the long queues and widespread social media coverage it received.

The Verdict

Today, for me, this campaign served as a reminder of the impact that thoughtful, innovative, and well executed design can have on consumers. As I mentioned before, I’m not a marketer. But as a designer, this was a great experience that has resonated and left a lasting impression for many. This campaign is a true testament of how design can elevate a marketing campaign and drive real results and impact.

And finally… doesn’t free food always taste better?