It might seem counter-intuitive for brands to partner up to stand out, but distinctive collaborations can generate buzz for those involved. The starting point is always our values,” she adds, saying that discussions around how the partnership would come to life in terms of marketing and communications came about after the two brands decided they were a good fit in terms of purpose. News of the collaboration has received a mixed response on social media, leaving some baffled and others excited.

Tis the season to sleigh," reads the teaser video for the "tastiest collab on the High Street" released on Greggs' social media channels. Of course, when the official announcement came on Tuesday, people went predictably wild – for if there’s one thing Brits love more than snagging a bargain, it’s snagging a bargain, having a laugh and taking a pot shot at pretentiousness. Considering it was 21 degrees, the fleece-lined cropped hoodie was a little bit too warm for the weather - but the sporty blue kit was perfect. 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 sell out success of the KFC x Hype and Greggs x Primark collaborations shows brands do not necessarily have to be from the same world to partner successfully. I’m not exaggerating when I say Greggs has the nation on a chokehold (the vegan sausage roll actually has healing powers and once cured me from a bout of food poisoning,), so I was excited to see the bakery’s latest offering. Although no one we asked said they didn't like our gear, there was one woman who looked less than impressed at our tasty outfits.

If I walked into a Primark and saw this range, I’d be drawn to the trackies first, it just looks fun,” she told me – without shame. The pastry may be handmade, the pork free range and rich with sage, but it will never be the sausage roll, any more than a McVitie’s chocolate digestive will be trumped by an artisanal version from your local baker. Those wearing the clothes can poke fun at high fashion and be proud of who they are: straight up, real and unafraid to be themselves,” says Paul Taylor, chief creative officer at design agency BrandOpus.

The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. However, Lees advises brands should think about the “synergies” between themselves and prospective partners.

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”. Plus, he says, citing staff bonuses and free breakfasts for primary schoolchildren, “it appears to be a really brilliantly run company.

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.