Greggs: Greggs x Primark

Greggs, the UK baker, partnered with clothing store Primark on a new clothing line that leveraged Greggs’ brand love, driving sales and brand buzz.

In Brief

The nation's tastiest partnership sums up the Primark x Greggs collaboration.

The campaign – which aimed to create a cultural moment for both brands – was a sweeping success. It landed over 650 pieces of media coverage reaching over 95% of the Greggs core audience. The launch generated 6,535 social mentions and over 203 million impressions.

The campaign delivered £1 million in merchandise sales and sold out. Greggs increased its YouGov Buzz Score by 21.4% compared to the previous period strengthening their position to number one within the QSR sector.

Objectives

We needed to drive hype for Greggs...

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