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Picture this… an official Greggs Christmas Jumper, Bobble Hat, stationery and all of the Greggs loungewear you could ever want. It really is a Christmas miracle. But it turned out to be a stroke of marketing genius that got people talking and paved the way for Greggs to announce its clothing range with high street giant Primark. Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji. Ogilvy Health UK and Nabs Reveal the long-lasting effects of micro-aggression. 6 days ago ALL, Cause Related, Mental Health, Topical

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Critically, both Greggs and Primark know what they are not: aspirational or high fashion. This self-awareness is essential to ensuring that anything they launch, outside of business-as-usual products, remains authentic and keeps the public ’in on the joke’. Streetwear lines from unexpected brands work best when they poke fun at a fashion industry, which can often take itself too seriously. The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming. From previous client projects at ICON Printing, we know that brands with a playful tone of voice can cause a bit of a stir with logo-centric design, recognisable colour schemes and some savvy marketing to transform what is essentially very simple clothing items. But despite the frivolity at its core, there is function to these tie-ups too – and therefore significant brand value in pursuing them, so long as you bear the following in mind: Leave ‘serious’ at the doorThe long awaited, eagerly anticipated Greggs x Primark fashion collection finally launches on February 19. The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. Together we’re unstoppable.”

Greggs x Primark: A Brand Partnership Made In Oven - Forbes Greggs x Primark: A Brand Partnership Made In Oven - Forbes

Hannah Squirrell, customer director at Greggs, said: “The reaction to our first official Greggs clothing collection was incredible and sold out even faster than we anticipated. We’re excited to team up with Primark once again to deliver more fun and unique pieces that Greggs fans will wear with pride across the summer and beyond.” For the latest local news in your area direct to your inbox every day, go here to sign up to our free newsletter Read More Related Articles While this trend is only in its infancy in the UK, collaborations between FMCG, F&B or CPG brands and the world of fashion have become almost de rigueur over the pond. From Panera’s ‘soup’ swimsuits and SunnyD’s bold bobble hats, to the release of Oscar Mayer’s revamped ‘Hotdogger’ uniforms to the public [which BrandOpus worked on], the ‘merchi-fication’ of brands is one of the more humorous marketing trends to evolve in the last few years.The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week. Bald Men can invoice their granddads for a hair transplant as part of GetHair’s latest campaign 5 days ago ALL, Inspiration