Greggs | Greggs X Primark

Ambition

To create a unique, shared cultural moment for both brands that would surprise and excite audiences, driving hype for the most sought after collaboration for any discerning Greggs fan.


Strategy

Greggs has been hooking up UK streets with good, honest, food-on-the-go since 1939, and Primark is the high-street retailer that helps people look and feel good, whatever their style or budget.

Both these high-street giants are beloved for their accessibility and relatability, directly inspiring our approach to take it back to the streets – something that felt true to each brand, but still with its own distinctive identity.


Solution

To maintain engagement and excitement, the year-long campaign was built around a series of choreographed set-moments, each designed to heighten anticipation and excitement.

It was only fitting that we took to the high street to tease the collaboration with an activation to stop shoppers in their tracks. Overnight, mannequins in Primark windows were styled holding Greggs Vegan Sausage Rolls and Steak Bakes, capturing the attention of passers-by.

After much social media speculation, the collaboration was finally revealed with a spectacular streetwise video. The 11-piece clothing collection debuted at an appointment-only pop-up boutique, before officially launching in 60 Primark stores on 19 February 2022. The partnership took the UK by storm, with the media hailing it as: “the biggest collaboration of the century.”


Results

Both brands saw an increase in their YouGov Buzz Score and were the top performing brands in their respective sectors during the launch period. Greggs increased their Buzz score by 21.4%, rising above key competitors.

From teasing the collaboration to the moment the range hit the shelves, the partnership kick-started a media frenzy. The collection landed over 650 pieces of coverage, including a two-minute segment on This Morning, and social impressions reached over 10 million.

Demand for the collection was extremely high with customers queuing on high streets across the UK to get their hands on key pieces. Most items sold out within 2 days of launch, with some being resold on eBay.

The partnership scooped up lots of awards, including Marketing Week Master’s Sponsorship and Partner Marketing Award in 2022, four Drum Roses silver awards across 2022 and 2023, two Prolific North Creative Awards, and two Prolific North Marketing Awards.