Brands come and go but some manage to sneak their way into culture, becoming more than just what they sell.

Once a trusty high street bakery you popped into for a sausage roll, Greggs has evolved into a cultural shapeshifter - showing up in fashion weeks, luxury department stores, and even your wardrobe. It’s a masterclass of brands behaving as a living entity.

Greggs’ viral mac & cheese moment

Greggs’ cultural reinvention hit the mainstream with the mac and cheese. What started as a few TikToks quickly snowballed into millions of views, sparking conversations, cravings, and queues in-store

But here’s the genius: Greggs didn’t just sit back. They joined in, responded with humour, and kept the momentum going. That responsiveness turned one menu item into a full-blown cultural moment.

Showing up where you least expect it

And then there’s the magic of turning up in unexpected spaces.

Fenwick x Greggs — a bakery in a luxury department store. Playful, tongue-in-cheek, and Instagram gold.
Jewellery at London fashion week — food meets fashion, proving Greggs can laugh at itself and still make headlines.
Greggs x Primark — clothing collections that turn customers into walking adverts, and in-store cafés that immerse you in the brand.

These moments work because they spark surprise and delight and in behavioural terms, that’s a shortcut to memorability.

Why it works

Greggs behaves like a person you want to hang out with: quick-witted, adaptable, and in on the joke. By listening, reacting, and showing up in ways that feel human, it’s built emotional connection far beyond food.

It’s not just selling pastries anymore. It’s selling experiences, in-jokes, and a slice of British culture you can literally wear.