Roll up for the Greggs and Primark exclusive fashion collaboration
Shoppers across the UK passing their local Primark were puzzled this weekend as they spotted Greggs steak bakes and vegan sausage rolls discreetly tucked into mannequins’ handbags and pockets in window displays. Their curiosity was piqued further on Primark’s social media accounts, which displayed a receipt showing items from the Gregg’s menu with a curious emoji.
The secret has now been revealed as the two popular high street retailers announced a partnership on their social media channels in a carefully curated PR moment, announcing the launch of a new fashion line on 19 February and the opening of Tasty by Greggs, a new cafe in Birmingham’s Primark branch said to be the “world’s most Instagrammable Greggs”, a week before on 12 February.
The launch video promised: “One does tidy food, one does tidy fashion. Together we’re unstoppable.” The errant baked goods prompted a lot of speculation about the collaboration on social media at the weekend. One commenter, whose tweet received thousands of likes, said: “Shoutout to whichever stone cold legend at Newcastle Primark has accidentally left a load of Greggs in the window display.” The 130-seater cafe will open in Primark’s largest store selling Gregg’s signature dishes including sausage rolls, bakes, pizza, desserts and coffee. It promises “the ultimate Greggs experience”, replete with tables decorated to look like doughnuts and a doughnut swing where the brand hopes customers will take photos to post on Instagram.
Greggs has yet to reveal the clothing line, and whether it will feature prints of its iconic baked goods, however one PR image shows a simple hoodie featuring the Greggs logo. The limited-edition range of 11 pieces will be available in 60 stores.
Raymond Reynolds,
Read more on theguardian.com
