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.
We needed to drive hype for Greggs...