A tasty partnership

Greggs has been hooking up UK streets with good, honest, food-on-the-go since 1939, and Primark is the high-street retailer that helps people look and feel good, whatever their style or budget. But what happens when these two high-street giants collide?

It’s a collaboration made in heaven. You’re never far from Greggs and you’re never far from Primark. One does tasty food, one does tidy fashion, and together they’re unstoppable.

Our approach was to take it all back to the streets – something that felt true to each brand, but also had its own unique synergy that no other partnership could claim. The result? A cool, neon-hued campaign to launch a bold new street-tasty flavour of fashion in glorious style.

It was only fitting that we took to the high street to tease out the collaboration. Overnight, mannequins in Primark window displays were styled holding Vegan Sausage Rolls and Steak Bakes, capturing the attention of Greggs and Primark fans alike.

After much social media speculation, the collaboration was finally revealed with a spectacular streetwise video. The 11-piece clothing collection will debut at an appointment-only pop-up shop, before officially launching in 60 Primark stores on 19 February. The announcement of the Greggs | Primark collection was accompanied by the news that Tasty – the world’s most Instagrammable Greggs – was to open in Primark Birmingham.

The partnership has taken the UK by storm, with the media hailing it as: “What could possibly be the biggest collaboration of the century.” Fashion certainly has a new flavour, and it’s something that people with good taste can really get their teeth into.