Greggs X PlayStation
The brand crossover the nation wasn’t expecting. Bringing Sausage Roll lovers and gaming fans together.
Ambition
To create a culture-defining moment in celebration of the launch of the PS5. A moment which crosses over into each of the brand’s worlds, and excites a shared audience.
Strategy
Using brand cues from both Greggs and PlayStation, in a way that could only be achieved together, we built hype and anticipation to celebrate the other big release of 2020 – the Greggs | PlayStation Launch Box.
Solution
Like all the big techie things, it started with a tease. A reimagination of the PlayStation shapes, using different products from Greggs. This was set against the iconic PlayStation blue, with nothing else except the line ‘The future is tasty’.
This built up to the launch of the Greggs | PlayStation Launch Box – a once-in-a-lifetime offer, consisting of four of the best-selling Greggs products, packaged in a luxury presentation box, complete with a dual branded sleeve that mirrored high-end console product packaging. Released on 19 November 2020, Greggs and PlayStation UK worked in unison to deliver ‘the other big launch of the year’.
No.1
Coolest Thing of the Week by GQ Magazine.
Results
Greggs became the most considered food-on-the-go brand among gamers for the month of November, knocking McDonald’s off the top spot and jumping ahead of Burger King in 7th place.
The day after the launch, the Greggs | PlayStation partnership was named the No.1 Coolest Thing of the Week by GQ Magazine – beating Beats by Dre and Star Wars to the coveted top spot.
The partnership also scooped up Marketing Week Master’s Sponsorship and Partner Marketing Award and Prolific North’s Best B2C campaign in 2021.
