Shoppers across the UK passing by their local Primark were perplexed over the weekend when they spotted Greggs steaks and vegan sausage rolls discreetly slipped into the handbags and pockets of models in shop windows. Their curiosity was further piqued on Primark’s social media accounts, which displayed a receipt showing items from 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 February 19 and l opening of Tasty by Greggs, a new cafe at Primark’s Birmingham branch said to be the “world’s most Instagrammable Greggs”, a week before February 12.
The launch video promised, “We make tidy food, we make tidy fashion. Together we are unstoppable.
The stray baked goods sparked a lot of speculation about the collaboration on social media this weekend. A commentatorwhose tweet received thousands of likes, said: “Thanks to Newcastle Primark legend who accidentally left a load of Greggs in the shop window.”
The 130-seat cafe will open in Primark’s largest store selling Gregg’s signature dishes including sausage rolls, pastries, pizza, desserts and coffee. It promises the “ultimate Greggs experience,” filled with tables decorated to look like donuts and a donut swing where the brand hopes customers will snap photos to post on Instagram.
Greggs has yet to reveal the clothing line and whether it will feature prints of his iconic baked goods, but a PR image shows a simple hoodie with the Greggs logo. The limited edition range of 11 pieces will be available in 60 stores.
Raymond Reynolds, Greggs’ business development manager, said customers have “continually requested” Greggs-branded clothing. “Fans can literally show their love for Greggs on their sleeves,” he said.
Greggs and Primark will open a pop-up store in Soho between February 17 and 18 to “offer avid fashionistas the chance to get their hands on some of the new collection before the rest of the nation”, with two pieces available free of charge for those who manage to secure a slot when reservations open on February 10.
Tim Kelly, director of new business development at Primark, said the retailer was looking to team up with brands “we know [our customers] love” on clothing lines and in-store experiences.
Collaborations are increasingly popular among brands to allow them to reach two sets of customers at once. One of the most iconic brand partnerships is that between Nike and Apple, which was formed in 2006 and includes Apple Watch Nike, a collaboration that combines technology and fitness.