Greggs was simply a nationwide bakery chain, known for its prized value-for-money doughnuts and whose famous sausage rolls stole the headlines. Yet in the last ten years, the brand has enjoyed a new level of loyalty from its customers, or indeed one might go as far as to call them fans.
The stigma associated with consuming a sausage roll out of that famous blue and white paper bag may well have disappeared for good. It certainly has for Catlin Jones from Wales who was so delighted to be reunited with her daily pastry after the UK-wide lockdown, that she decided to mark the occasion with a tattoo of the brand’s logo, as reported in The Sun newspaper.
She wasn’t the first to show such dedication to the brand, and is certain not to be the last as the Greggs name and logo have adorned everything from Christmas jumpers to Valentines cards.
Greggs has over 2000 stores across the UK in high streets, service stations and shopping centres. It is a business specialising in competitively-priced food on-the-go which has seen both sales uplift and made its name in popular culture.
In 2019 provocateur presenter Piers Morgan tore into the company for the launch of its vegan sausage roll, which he described as ‘woke’. The business grew its sales by 13.5% in the same year.
Ethically the business also shares 10 percent of its profits with every member of staff who has worked at the company for at least a year.
Yet even the most ardent of Greggs fans might have been surprised with the latest breaking news about their favourite ‘blitz pastry’ seller: Greggs has announced a first-of-its-kind collaboration with high street value operator, Primark.
The pre-launch to the partnership was executed with a truly unique teaser campaign. It includes mannequins at a number of Primark stores across the UK being styled with Greggs Vegan Sausage Rolls and Steak Bakes, with loaded accessories and added into pockets.
Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji.
The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week.
There will also be a new cafe in Birmingham’s flagship Primark branch touted to be “world’s most Instagrammable Greggs”, open from February 12.
In 2019, Primark partnered with Disney, opening a Disney cafe at the store selling Mickey waffles and pancakes. The cafe proved a success with the brand opening a second collaboration cafe in its Lakeside, Essex store.
The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming.
The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. Together we’re unstoppable.”
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.”
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”.
With designer brands such as Conner Ives, Simone Rocha and Preen by Thornton Bregazzi in London at the same time to launch collections at London Fashion Week, it will be certainly interesting to see how the juxtaposition of the Greggs x Primark fashion launch plays out.