Greggs has yet to reveal the clothing line, and whether it will feature prints of its iconic baked goods, however one PR image shows a simple hoodie featuring the Greggs logo. The limited-edition range of 11 pieces will be available in 60 stores. A pop-up boutique will also support the partnership and open in Soho, London on 17 - 18 February to “offer eager fashionistas the chance to get their hands on some of the new collection before the rest of the nation”. It’s seen as an unpretentious and affordable brand,” says Poile, “and people want to align themselves with that everyday quality.” This is perhaps particularly true at a time when national discourse is dominated by talk of elitism; a bumbag with a sausage roll on it couldn’t be further from a prime ministerial hopeful wearing Prada loafers if it tried. Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji. While this trend is only in its infancy in the UK, collaborations between FMCG, F&B or CPG brands and the world of fashion have become almost de rigueur over the pond. From Panera’s ‘soup’ swimsuits and SunnyD’s bold bobble hats, to the release of Oscar Mayer’s revamped ‘Hotdogger’ uniforms to the public [which BrandOpus worked on], the ‘merchi-fication’ of brands is one of the more humorous marketing trends to evolve in the last few years.

Last week, Greggs and Primark announced an iconic collaboration that had pastry fans incredibly excited.

Greggs and Primark are at it again as the food and fashion chain team up for a Christmas-themed collaboration. Taking such an approach also enables both brands to capitalize on the ‘hype’ of being limited and to benefit from the halo effect of exclusivity previously reserved for achingly cool brands like Supreme. You can’t buy these collections in the traditional sense, but you can ‘cop’ them through fervent dedication to the brand. This subtle dig at the growing ‘uncoolness’ of millennial hype culture – scorned by Gen Z, who prefer unfiltered to curated feeds – is also cognizant of the fact the hierarchy of what’s in and what’s not is shifting. Greggs has over 2000 stores across the UK in high streets, service stations and shopping centres. It ... [+] is a business specialising in competitively-priced food on-the-go which has seen both sales uplift and made its name in popular culture.(Photo by Matthew Horwood/Getty Images) Getty Images Greggs is also, unusually, seen as a brand worth its salt. “Despite being a large chain in the UK, it still manages to project a sort of humble egalitarianism,” says Matthew Whitehouse, editor of the iconic youth culture magazine The Face. “To paraphrase Andy Warhol, a steak bake is a steak bake.” Plus, he says, citing staff bonuses and free breakfasts for primary schoolchildren, “it appears to be a really brilliantly run company.”

But despite the frivolity at its core, there is function to these tie-ups too – and therefore significant brand value in pursuing them, so long as you bear the following in mind: Leave ‘serious’ at the door In 2019 provocateur presenter Piers Morgan tore into the company for the launch of its vegan sausage roll, which he described as ‘woke’. The business grew its sales by 13.5% in the same year. By redesigning and relaunching the uniforms as part of a subversive ’Street Meats’ collection, we were able to elevate what was already a core asset for the brand into a modern and future-facing piece of collateral that could be used to connect with younger audiences in an authentic way. Repurpose old ‘hype’ tactics to create a new kind of cool

A seemingly unlikely collaboration, but one that made perfect sense to the city's Greggs fans who excitedly bought up the entire range within hours of it going on sale in Newcastle on Saturday, February 19. Covid tested Boris Johnson and No 10 and found them wanting 31 October, 2023 Keir Starmer's stance on Gaza is damaging his reputation 31 October, 2023 The Met's handling of the pro-Palestinian protests is yet another dark chapter for the force 31 October, 2023 Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. The same has not always been said of Primark, which does not pay the “real living wage” in the UK and has been criticised for alleged maltreatment of garment workers abroad. But it is the Greggs name that will appear on the clothing for all to see. Tis the season to sleigh," reads the teaser video for the "tastiest collab on the High Street" released on Greggs' social media channels.