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Two high street giants, one cool fashion launch. We were tasked with creating a cultural moment to launch the Greggs clothing range in Primark. 

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Our idea was to launch the range without showing any clothes. We took over Primark window displays, but instead of giving mannequins something tasty to wear, we gave them something tasty to eat - planting bakes and sausage rolls in the pockets and bags of mannequins. 

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Earned media included a two-minute segment on This Morning. Almost the whole range sold out within two days. And the collab that no one knew they needed became the one everyone wanted. ​​​

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Role: Copywriter

Agency: Drummond Central

Creative Director: Kev Hughes

Art Director: Natasha Taylor-Price

Copywriter: Jess West

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