Both brands saw an increase in their YouGov Buzz Score and were the top performing brands in their respective sectors during the campaign period.Greggs increased their Buzz score by 21.4% rising above McDonald’s, KFC, Subway and Costa to number 1 and Primark also increased their Buzz Score by 35% rising from number 2 to number 1.
From teasing the collaboration to the moment the collection hit shelves, media across the board were reporting on the activity landing over 650 pieces of coverage overall, including a two-minute segment on This Morning.
Following the announcement, Greggs x Primark was trending on Twitter above Adele and social impressions reached over 10 million.
Demand for the collection was extremely high with customers queuing on high streets across the UK to get their hands on key pieces. Most items sold out within 2 days of launch, with some being re-sold on eBay due to demand.