From M&S’s strawberries and cream sandwich to Tesco’s birthday cake-inspired take on the humble butty, it seems weird food stunts are this summer’s thing. Brands have been dialling up the bizarre in recent marketing campaigns, and audiences can’t get enough.
The latest unexpected pairing, is of course, from Greggs and KFC, who have teamed up to launch a limited-edition gravy and sausage roll combo. While it might sound like a gimmick, the collaboration is a clever move that delivers value for both brands.
Here, Jane Hunt, founder and CEO of JBH – The Digital PR and SEO Agency, explains why bold brand mash-ups are really beneficial when executed in the right way, but can also go horribly wrong when they’re not:
“The recent Greggs x KFC collaboration is a genius example of moving away from the traditional mould of promoting products; it benefits not one but two brands at the same time. Instead of creating products in isolation, a collaboration like this can help to create a buzz and experience that feels newsworthy, relevant and shareable for both brands.
“The buzz this collaboration has created also goes far beyond just a moment. For Greggs, being seen alongside a global fast food chain helps them reach new audiences, while KFC gains a reputation for aligning with Greggs’ everyday accessibility and loyal fan base.
“These types of collaborations also give brands a reason to speak to their audiences in a more playful and humorous way that they may not have had the chance to previously. Essentially the campaign creates conversation that is bigger than the product itself.
“But it’s not just about what is being sold; it’s about the story being told. When two brands are bold enough to create something that is a bit different but really taps into both their audiences in the right way, it shows confidence, creativity, and deep understanding of what consumers are looking for.
“What’s important for brands to remember, though, if they’re thinking about a collaboration, is that it really works for their audiences and that it remains authentic to both of their marketing and products.
“People are now smart enough to know when brands are being disingenuous, and if they try too hard to feel relevant without remaining authentic to themselves and the product they are trying to promote, it could backfire.
“Take the KFC and Greggs collaboration; it worked well because it stayed true to their identities while still being fun, playful and culturally relevant. By launching a product that really highlighted their well-known fan favourites, sausage rolls and gravy, they managed to create a buzz without straying too far from their core brand values, making the collaboration feel natural rather than forced.”
