AMBITION
Create a unique, shared cultural moment for both brands that would surprise and excite their audience and drive hype for the collaboration.
STRATEGY
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. These high-street giants have shared values of being accessible and relatable and 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.
SOLUTION
To maintain engagement and excitement, the campaign was built around a series of choreographed set-moments over a two week period - starting with teasing the partnership.
It was only fitting that we took to the high street to tease out the collaboration with an activation to stop shoppers in their tracks. Overnight, mannequins in Primark window displays were styled holding Greggs 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 debuted at an appointment-only pop-up boutique, before officially launching in 60 Primark stores on 19 February. The partnership took the UK by storm, with the media hailing it as: “the biggest collaboration of the century.”
RESULTS
Both brands saw an increase in their YouGov Buzz Score and were the top performing brands in their respective sectors during the campaign period.Greggs increased their Buzz score by 21.4% rising above McDonald’s, KFC, Subway and Costa to number 1 and Primark also increased their Buzz Score by 35% rising from number 2 to number 1.
From teasing the collaboration to the moment the collection hit shelves, media across the board were reporting on the activity landing over 650 pieces of coverage overall, including a two-minute segment on This Morning.
Following the announcement, Greggs x Primark was trending on Twitter above Adele and social impressions reached over 10 million.
Demand for the collection was extremely high with customers queuing on high streets across the UK to get their hands on key pieces. Most items sold out within 2 days of launch, with some being re-sold on eBay due to demand.