Those wearing the Greggs label ‘can poke fun at high fashion and be proud of who they are’. Photograph: Greggs/Primark

Greggs and Primark launch Christmas 2022 range of clothes Greggs and Primark launch Christmas 2022 range of clothes

But it turned out to be a stroke of marketing genius that got people talking and paved the way for Greggs to announce its clothing range with high street giant Primark. 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?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 and Primark confirm new ‘Tasty’ collaboration Greggs and Primark confirm new ‘Tasty’ collaboration

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. Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. 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.” The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. Together we’re unstoppable.”

We’ve even thrown in a Sausage Roll Hooded Throw, so get ready for golden Greggs-style chill sessions.

Greggs X Primark | Primark

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. 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”. 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 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.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 Hold on to your Steak Bakes, because Greggs and Primark are reuniting once again for a Christmas collection. 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.

When Greggs x Primark festival range goes on sale featuring

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. 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.The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming. Seemingly unlikely partnerships are the bread and butter of fashion collaborations. “Whether it’s Burberry x Vivienne Westwood, Supreme x Louis Vuitton or Balenciaga x The Simpsons, it’s all about catching the customer unawares,” says Anthony McGrath, course leader in fashion marketing at London College of Fashion and founder of the Men’s Style Blog. 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 So, what does it take to make such an unexpected pairing work and why is the Greggs x Primark crossover a match made in heaven? The 'merchi-fication' of F&B