After weeks of anticipation and intense speculation, last week saw the big reveal of Greggs’ first foray into fashion in an exclusive partnership with Primark.
The already iconic 11-piece official clothing collection officially launched in Primark on February 19, featuring Greggs branded tracksuits, bucket hats, sliders and trainers revealed through a series of unique teases over the last couple of weeks.
Initially, the campaign kicked off with the mysterious appearance of Greggs’ bakes appearing in the pockets of Primark shop window mannequins which quickly set tongues wagging on social.
With anticipation at fever pitch, we revealed that indeed a partnership was on the offing via Greggs and Primark social channels, alongside an announcement, teaser shots and the fact that a bonafide Greggs café ‘Tasty’ was to launch in Primark Birmingham.
Bagging a clean sweep of national, consumer and online news, including the likes of The Sun, Metro, The Guardian, The Independent, before landing every major UK regional, the consumer lifestyle mags and even making its way across the major broadcasters and all the way to the BBC, which featured the story on the BBC News home page as the story of the day.
With people having only glimpsed a tiny portion of the range to date, what followed was the big reveal via our Greggs x Primark Boutique, an appointment-only Soho pop-up in which the ultimate mash-up of high street fashion meeting high street food.
Open for three days ahead of the range going officially on-sale in Primark, the space offered media, influencers, celebs and the lucky few who managed to bag a spot could get fitted with their choice of clothes and some bakes to boot. Bringing the vibes of a resident DJ, official selfie booth, and personalised Greggs monogramming service brought a further flourish of fashion to the table for fans before each headed home with their Greggs garms packed in oversized bake bags.
Spaces selling out in a matter of minutes and welcoming over 300 people through the doors in less than three days, the coverage continued to pour in, landing another clean sweep of the national and listings media, with standout pieces on the likes of The Evening Standard and Daily Mail.
Now on sale, opening events and features in the Greggs x Primark Birmingham the team landed well in excess of 650 pieces of coverage as the range continues to sell like the proverbial hot-bakes, and additional features continue to roll in as the great British public continue to share their outpouring of love and excitement around the collection.