Greggs superfans bode well for Primark tie-up: ‘I really like beige food’

theguardian.com:

Beth Kweeday really loves Greggs. The 23-year-old tattoo apprentice from Liverpool is such a fan of the high street baker that she got a tattoo of its signature sausage roll in branded packaging on her calf last November as an eternal reminder of the shop she visits more than five times a week.

But what is it about Greggs that made her want to commemorate their produce on her body? “I really like beige food, so it’s pretty much a dream for me. And I like that it’s dead cheap as well.”

Kweeday starts her mornings with a Greggs vegan sausage roll, sometimes pops back in for a cheese pickle sandwich for lunch, and if she’s feeling peckish in the afternoon she might return for a chocolate muffin.

Surprisingly, Kweeday’s fierce love for the high street stalwart is not unique. She is one of many Greggs superfans happy to wear their passion for the chain loudly and proudly.

The retailer is now hoping that fans and casual customers alike will snap up official branded merchandise as part of a high-profile collaboration announced this week with the budget clothing shop Primark.

But fans have been finding their own ways to honour Greggs for some time. Independent sellers peddle pregnancy T-shirts with a Preggs logo, earrings painstakingly crafted to resemble Greggs pastries, Greggs-printed leggings, and any number of greetings cards, which typically convey how much the sender prefers Greggs to their recipient.

Leah Bernard, 19, who runs the Etsy shop Bernard Bits, sells earrings resembling Greggs sausage rolls in branded bags. A prototype she posted on TikTok went viral, securing 1.6m views. They’re now one of the most popular items she sells, especially among the LGBT community. “I often get messages saying ‘this is a gift to my friend