Take a look at the full collection below and see if there’s anything you’ll be rushing to buy this weekend. 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. Hold on to your Steak Bakes, because Greggs and Primark are reuniting once again for a Christmas collection. Set to launch right on the doorstep of London Fashion Week later this month, the Greggs x Primark clothing collection adeptly flips the narrative of what it takes to look good, enabling those who may traditionally have been excluded from the exclusive world of high-fashion to get their own taste of the action in a way that works for them.

Greggs launch Croc dupe in latest Primark drop

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. 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&BWhat are your opinions on this collaboration, will you be rushing to a Primark near you to buy something? Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. Customers around the country will be able to get their hands on the latest collection, as it will be sold at Primark stores nationwide. But there will be an early pre-sale in Greggs' hometown of Newcastle.

Greggs: Every look from this year’s weirdest Primark and Greggs: Every look from this year’s weirdest

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. Greggs is also, unusually, seen as a brand worth its salt. “Despite being a large chain in the UK, it still manages to project a sort of humble egalitarianism,” says Matthew Whitehouse, editor of the iconic youth culture magazine The Face. “To paraphrase Andy Warhol, a steak bake is a steak bake.” Plus, he says, citing staff bonuses and free breakfasts for primary schoolchildren, “it appears to be a really brilliantly run company.” 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.” 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.

What is Tasty by Greggs?

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 door 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. The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming. The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week.