In a move no one saw coming, Greggs, the well-loved British bakery chain, made an unexpected foray into the world of high fashion with the launch of its first jewelry collection, Baked in Gold. Coinciding with London Fashion Week 2024, the collection, designed by British artist Dion Kitson, featured five playful pieces of 22-carat gold-plated jewelry inspired by some of Greggs’ most iconic menu items. The unique pieces, including Sausage Roll Stud Earrings and a Jammy Heart Necklace, were sold exclusively online, priced between GBP 36 and GBP 96. Unsurprisingly, they sold out in record time.
This bold collaboration with Kitson, known for his witty takes on British culture, allowed Greggs to inject a sense of humor into the fashion scene while staying true to the charm that has made it a staple in the UK. Developed alongside creative agency Here Be Dragons, the collection was a stroke of marketing genius, blending limited edition exclusivity with the familiar comfort of Greggs’ baked goods.
The release of the Baked in Gold collection was more than just a surprising fashion statement—it was a carefully crafted PR strategy that hit all the right notes. By tapping into its brand’s iconic menu and infusing it with a sense of humor, Greggs cleverly kept itself in the spotlight, reinforcing its popularity among loyal fans while attracting new audiences. The limited-edition drop created a buzz, showing how an established food brand can stay relevant through unexpected, creative extensions.
This unique crossover into the fashion world demonstrates that Greggs knows how to have fun with its brand while seizing opportunities to keep its image fresh in the public eye.
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