Greggs x Playstation

A meeting of giants

The brand crossover the nation wasn’t expecting, bringing Sausage Roll lovers and gaming fans together, for the collaboration of the century.

Ambition

Create a unique, culture-defining moment, celebrating the launch of the PS5. A moment which crosses over into each of the brand’s worlds, and excites a shared audience.

Strategy

Using brand cues from both Greggs and Playstation, in a way that could only be done together, we built hype and anticipation to celebrate the other big launch of 2020 – the Greggs | PlayStation Launch Box.

Solution

Like all the big techie things, it started with a tease. A reimagination of the PlayStation shapes, using different products from Greggs. This was set against the iconic PlayStation blue, with nothing else except the line ‘The future is tasty’.

This built up to the launch of the Greggs | PlayStation Launch Box – a once-in-a-lifetime offer, consisting of four of the best-selling Greggs products, packaged in a luxury presentation box, complete with a dual branded sleeve that mirrored high-end console product packaging. Released on 19 November, Greggs and PlayStation UK worked in unison to deliver ‘the other big launch of the year’.

Results

Greggs became the most considered food-on-the-go brand among gamers for the month of November. Rising five places, it knocked McDonald’s off the top spot and jumped ahead of Burger King in 7th.

The day after the launch, the Greggs | PlayStation partnership was named the No.1 Coolest thing of the week by GQ Magazine. Besting Beats by Dre and Star Wars to the coveted top spot.

 

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