Greggs was merely a nationwide bakery chain, recognized for its prized value-for-money doughnuts and whose well-known sausage rolls stole the headlines. But within the final ten years, the model has loved a brand new stage of loyalty from its prospects, or certainly one would possibly go so far as to name them followers.
The stigma related to consuming a sausage roll out of that well-known blue and white paper bag might properly have disappeared for good. It definitely has for Catlin Jones from Wales who was so delighted to be reunited together with her day by day pastry after the UK-wide lockdown, that she determined to mark the event with a tattoo of the model’s brand, as reported in The Solar newspaper.
She wasn’t the primary to point out such dedication to the model, and is definite to not be the final because the Greggs title and brand have adorned all the things from Christmas jumpers to Valentines playing cards.
Greggs has over 2000 shops throughout the UK in excessive streets, service stations and buying centres. It’s a enterprise specialising in competitively-priced meals on-the-go which has seen each gross sales uplift and made its title in standard tradition.
In 2019 provocateur presenter Piers Morgan tore into the corporate for the launch of its vegan sausage roll, which he described as ‘woke’. The enterprise grew its gross sales by 13.5% in the identical yr.
Ethically the enterprise additionally shares 10 p.c of its earnings with each member of workers who has labored on the firm for at the least a yr.
But even probably the most ardent of Greggs followers might need been stunned with the newest breaking information about their favorite ‘blitz pastry’ vendor: Greggs has introduced a first-of-its-kind collaboration with excessive avenue worth operator, Primark.
The pre-launch to the partnership was executed with a really distinctive teaser marketing campaign. It contains mannequins at a variety of Primark shops throughout the UK being styled with Greggs Vegan Sausage Rolls and Steak Bakes, with loaded equipment and added into pockets.
Primark’s social media account additionally mysteriously displayed a Greggs receipt alongside a quizzical emoji.
The hype was to create affect for the launch of a deliberate vogue line on 19 February, coinciding with London Style Week.
There may even be a brand new cafe in Birmingham’s flagship Primark department touted to be “world’s most Instagrammable Greggs”, open from February 12.
In 2019, Primark partnered with Disney, opening a Disney cafe on the retailer promoting Mickey waffles and pancakes. The cafe proved successful with the model opening a second collaboration cafe in its Lakeside, Essex retailer.
The 130-seater Greggs x Primark cafe will unsurprisingly promote sausage rolls and bakes, and supply the “final Greggs expertise” which incorporates donut theming.
The energetic launch video to announce the partnership promised:“One does tidy meals, one does tidy vogue. Collectively we’re unstoppable.”
The clothes line developed between the 2 manufacturers will embrace 11 items offered throughout sixty shops. Greggs enterprise growth director, Raymond Reynolds defined that prospects had “regularly requested” for Greggs branded clothes. He highlights that now: “Followers can fairly actually present their love for Greggs on their sleeves.”
A pop-up boutique may even help the partnership and open in Soho, London on 17 – 18 February to “supply keen fashionistas the possibility to get their arms on a few of the new assortment earlier than the remainder of the nation”.
With designer manufacturers comparable to Conner Ives, Simone Rocha and Preen by Thornton Bregazzi in London on the similar time to launch collections at London Style Week, it will likely be definitely attention-grabbing to see how the juxtaposition of the Greggs x Primark vogue launch performs out.