Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

Product Information

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 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. The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week. The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming.

Greggs x Primark collaboration shot to Expert reveals why Greggs x Primark collaboration shot to

Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji. 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.”

Get the best creative brand campaigns directly to your inbox, every Friday!

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. Picture this… an official Greggs Christmas Jumper, Bobble Hat, stationery and all of the Greggs loungewear you could ever want. It really is a Christmas miracle. We’ve even thrown in a Sausage Roll Hooded Throw, so get ready for golden Greggs-style chill sessions. The highly anticipated 11-piece clothing range will go on sale across 60 Primark stores on Saturday with the pair also opening up a pop-up boutique on Dean Street in London’s Soho ahead of the collection’s launch.

Greggs and Primark announce second fashion collection Greggs and Primark announce second fashion collection

Set to launch right on the doorstep of London Fashion Week later this month, the Greggs x Primark clothing collection adeptly flips the narrative of what it takes to look good, enabling those who may traditionally have been excluded from the exclusive world of high-fashion to get their own taste of the action in a way that works for them.Customers around the country will be able to get their hands on the latest collection, as it will be sold at Primark stores nationwide. But there will be an early pre-sale in Greggs' hometown of Newcastle. This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. Which is why this will work so well for Greggs and Primark. Two iconic British brands that are the epitome of the high-street, with a shared grab-and-go culture, the collection works to subtly reinforce a brand message for both and win the hearts and minds of consumers in a new and exciting way.

Greggs x Primark reunite for a Christmas collection

Critically, both Greggs and Primark know what they are not: aspirational or high fashion. This self-awareness is essential to ensuring that anything they launch, outside of business-as-usual products, remains authentic and keeps the public ’in on the joke’. Streetwear lines from unexpected brands work best when they poke fun at a fashion industry, which can often take itself too seriously. Primark does not have an online store, so the official range will only be available to buy at physical stores and at pre-sale events. When is the Gregg x Primark presale in Newcastle?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. The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. Together we’re unstoppable.” The range proved to be so in demand that customers queued outside of Newcastle's Primark from as early as 7.30am on Tuesday to be first in line for the second batch of the collection as it arrived in store. When Greggs sausage rolls appeared in the window display of Newcastle's Primark store earlier this month most people thought it was a hilarious joke. The clothing line developed between the two brands will include 11 pieces sold across sixty stores. Greggs business development director, Raymond Reynolds explained that customers had “continually asked” for Greggs branded clothing. He highlights that now: “Fans can quite literally show their love for Greggs on their sleeves.”