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So, what does it take to make such an unexpected pairing work and why is the Greggs x Primark crossover a match made in heaven? The 'merchi-fication' of F&B

Greggs and Primark second collection Tasty festival fits: See the Greggs and Primark second collection

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. 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.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.

Greggs X Primark | Primark

Taking such an approach also enables both brands to capitalize on the ‘hype’ of being limited and to benefit from the halo effect of exclusivity previously reserved for achingly cool brands like Supreme. You can’t buy these collections in the traditional sense, but you can ‘cop’ them through fervent dedication to the brand. This subtle dig at the growing ‘uncoolness’ of millennial hype culture – scorned by Gen Z, who prefer unfiltered to curated feeds – is also cognizant of the fact the hierarchy of what’s in and what’s not is shifting. 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. Those wearing the Greggs label ‘can poke fun at high fashion and be proud of who they are’. Photograph: Greggs/PrimarkThe energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. Together we’re unstoppable.” The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week. 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.

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

A pop-up boutique will also support the partnership and open in Soho, London on 17 - 18 February to “offer eager fashionistas the chance to get their hands on some of the new collection before the rest of the nation”.Seemingly unlikely partnerships are the bread and butter of fashion collaborations. “Whether it’s Burberry x Vivienne Westwood, Supreme x Louis Vuitton or Balenciaga x The Simpsons, it’s all about catching the customer unawares,” says Anthony McGrath, course leader in fashion marketing at London College of Fashion and founder of the Men’s Style Blog. Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. 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. Take a look at the full collection below and see if there’s anything you’ll be rushing to buy this weekend. 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.”

Greggs and Primark range First look: All 11 items from the Greggs and Primark range

It’s seen as an unpretentious and affordable brand,” says Poile, “and people want to align themselves with that everyday quality.” This is perhaps particularly true at a time when national discourse is dominated by talk of elitism; a bumbag with a sausage roll on it couldn’t be further from a prime ministerial hopeful wearing Prada loafers if it tried.

When Greggs sausage rolls appeared in the window display of Newcastle's Primark store earlier this month most people thought it was a hilarious joke. The range proved to be so in demand that customers queued outside of Newcastle's Primark from as early as 7.30am on Tuesday to be first in line for the second batch of the collection as it arrived in store.