This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. Which is why this will work so well for Greggs and Primark. Two iconic British brands that are the epitome of the high-street, with a shared grab-and-go culture, the collection works to subtly reinforce a brand message for both and win the hearts and minds of consumers in a new and exciting way.

An advantage of the Primark and Greggs partnership is that the collection is instantly recognisable, says Lees. She explains Tony’s Chocolonely views itself as “an impact company that happens to make chocolate”, a vision which is very similar to how Ben & Jerry’s sees itself. She describes how the two brands “dated” for a time before deciding to embark on the collaboration to ensure they were a right fit for each other. Raymond Reynolds, the Greggs business development director, said that customers had “continually asked” for Greggs branded clothing. “Fans can quite literally show their love for Greggs on their sleeves,” he said. He adds that brand partnerships can be also used to “drive legitimacy” for businesses moving into new spaces. He gives the example of Beyond Meat partnering with McDonald’s on its McPlant burger. That collaboration helps lend more credibility to McDonald’s by borrowing Beyond Meat’s expertise, Lees explains.Violence never results in peace and the first step to a two-state solution is to end it 01 November, 2023 AI summit is Sunak’s finest hour 01 November, 2023 Why birdwatching is the perfect hobby for Gen Z 01 November, 2023 We were challenged by our chief executive Paul Marchant to find exciting and new ways to delight our customers in every store every day,” says Lapwood. Lees advises that before brands embark on partnerships, they must look at their existing and target customers to understand their habits and which other brands “are in their ecosystem”.

Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji.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 same has not always been said of Primark, which does not pay the “real living wage” in the UK and has been criticised for alleged maltreatment of garment workers abroad. But it is the Greggs name that will appear on the clothing for all to see. While Gucci is a specialist in luxury, North Face is a specialist in adventure and if you can tap into both of those, then you’re using your specialism and your expertise to then reach a new audience in an interesting and dynamic way,” he says. We looked at the chocolate industry and saw that it can be a very inequitable place for cocoa farmers,” says Kerry Thorpe, Ben & Jerry’s head of communications.

What are your opinions on this collaboration, will you be rushing to a Primark near you to buy something? The clothing line developed between the two brands will include 11 pieces sold across sixty stores. Greggs business development director, Raymond Reynolds explained that customers had “continually asked” for Greggs branded clothing. He highlights that now: “Fans can quite literally show their love for Greggs on their sleeves.” It might seem counter-intuitive for brands to partner up to stand out, but distinctive collaborations can generate buzz for those involved. Recent examples include Primark launching an apparel range with bakery chain Greggs and sportswear brand Adidas collaborating with fashion brand Gucci. The starting point for Primark in approaching its collaboration with Greggs was also creating joy among its consumers.

Ben & Jerry’s describes its approach to everything as combining “joy and justice”, meaning its brand partnerships need to provide one or the other, says Thorpe. The company has previously partnered with Netflix on a “Netflix and Chill’d” flavour, something she says tapped into the “joy” side. While these collaborations may seem like a short-term execution the long-term brand-building is really important for a brand like Gucci,” Lees adds, pointing to data from Kantar’s 2022 BrandZ report which shows Gucci’s brand value grew 12% year-on-year. For Ben & Jerry’s and Tony’s Chocolonely that synergy is the shared commitment to values, for Primark and Greggs it’s great value and a sense of humour. Greggs customer director Hannah Squirrell describes the collaboration with Primark as “a match made in high street heaven”, which brings together two “greats” of the UK’s town and city centres. For luxury brands like Gucci, collaborations with Adidas and outdoor brand The North Face has enabled the fashion house to introduce itself to people outside its existing audience, says Lees.

Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. 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.

Choosing a partner wisely

Tim Kelly, the director of new business development at Primark, said the retailer was looking to team with brands “we know [our customers] love” on clothing ranges and in-store experiences. Alex Econs, merchandising expert and founder of printing company, ICON Printing, said: "With a large number of merch released over the past year and from the news coverage and social media storm we’ve seen it generate, it’s undeniably a great marketing tactic for brands.