In a bold celebration of theatre and food culture, Greggs has joined forces with Wicked: For Good to deliver a limited-time experience across selected UK stores.
This innovative collaboration transformed Greggs’ Leicester Square and Manchester shops into immersive, Oz-inspired destinations.
From themed décor to exclusive merchandise and limited-edition treats, the campaign brings the world of Wicked to life for Greggs customers.
Designed to coincide with the film’s release, it blends entertainment and retail in an unforgettable way.
What Is The Greggs X Wicked Collaboration All About?
Greggs has launched a theatrical collaboration with the iconic musical Wicked, designed to promote the upcoming cinema release of Wicked: For Good.
This immersive, multi-channel campaign kicked off in London and Manchester, and celebrates the blend of theatre, community, and food.
This partnership marks a unique crossover between the world of West End musicals and high street food culture.
By integrating elements of Wicked’s visual identity and storytelling into its stores and product line, Greggs is creating more than a promotional tie-in; it is offering a limited-time customer experience.
The campaign centres around themed stores, exclusive merchandise, and time-sensitive offers that appeal to theatre lovers and loyal Greggs fans alike.
The concept has been rolled out through a combination of physical store transformations, digital app engagement, and third-party delivery options.
How Did The Leicester Square Store Become A Magical Hotspot?
Greggs’ Leicester Square location was one of two shops fully transformed to reflect the themes and colours of Wicked.
The entire space was reimagined with a bold emerald-green aesthetic to create a magical atmosphere reminiscent of the Land of Oz.
The experience included:
- Custom store-front design with Wicked-inspired visuals
- Interior decor in green and pink with sparkling, theatrical accents
- Staff participation in costume and themed apparel
- On-site giveaways and promotional material
This transformation allowed Greggs to create a temporary pop-up-like experience in one of London’s busiest entertainment hubs.
As a promotional activation, it brought new footfall into the store and generated social media buzz, while tying in directly to the wider Wicked: For Good marketing campaign.
What Can Fans Expect From The Yellow Bake Road Event?
The Yellow Bake Road event ran from 9:30 am to 5:30 pm on Friday 7th November at the Leicester Square and Manchester Trafford Centre locations.
Designed to be both interactive and theatrical, the event turned an ordinary bakery visit into a branded fan experience.
Key features of the event included:
- Themed decor matching the Wicked universe
- Free Greggs products for attendees
- Dress-up competition with prize giveaways
- Live photo opportunities with on-brand backdrops
Customers who dressed in Wicked-inspired outfits were eligible to win special merchandise and limited-edition Greggs treats.
The event also served as the official launch day for the campaign’s collectable merchandise, including the popular Wicked-themed travel cups.
What’s Special About The Wicked-Themed Travel Cups?
As part of the collaboration, Greggs released two exclusive travel cups, themed after the musical’s central characters: Elphaba and Glinda.
These cups were created for fans who wanted a stylish and sustainable way to enjoy their hot or cold drinks while expressing their love for Wicked: For Good.
Each travel cup features:
- Stainless steel, double-wall insulation
- 480ml capacity
- Themed colour schemes (green for Elphaba, pink for Glinda)
- Illustrated with stylised character elements
Customers received their first drink free with the purchase of a cup and were entitled to a 25p discount on any future hot drink refills.
The travel cups were available for £8 each starting 7th November in 1,500 Greggs locations across the UK. With only a limited quantity available, they became instant collectables among theatre fans and Greggs followers alike.
Where Can You Buy The Baked For Good Box?
To extend the campaign beyond physical stores, Greggs partnered with Just Eat to deliver a special edition product box known as the Baked For Good Box. This offering allowed customers in selected cities to join in the celebration from home.
The box contains a mix of six classic and seasonal Greggs bakes, including the popular Festive Bake and Vegan Lattice (Festive Edition), all packaged in a custom-designed, Wicked-themed container.
Cities And Participating Stores
| City | Participating Stores |
| Newcastle | U8 Kingston Park, 260/262 Shields Road |
| Leeds | U14 Bramley Shopping Centre, U11 Gelderd Park |
| Liverpool | 17 Broadway, 100 South Road |
| Glasgow | Allerdyce Court Drive Thru, 1158 Cathcart Road |
| Nottingham | 331 Nuthall Road, 185 Hucknall Lane |
| Edinburgh | 19 Castle Street, U42 Gyle Shopping Centre |
| Birmingham | U2 Pebble Mill, 1130 Warwick Road |
| London | U8 Aylesham Centre, 50 Ludgate Hill |
| Manchester | U21 Crownpoint Shopping Park, U6 Harpurhey Shopping Centre |
| Cardiff | 49 Wilson Road, Avenue Retail Park |
Available exclusively via Just Eat from 10th November, the box was priced at £12. It included:
- 1 Festive Bake
- 1 Vegan Lattice (Festive Edition)
- 4 assorted classic Greggs bakes
The design and contents of the box made it an ideal limited-edition product, combining convenience with collectability.
What Is The Greggs App Offering During This Campaign?
To enhance user engagement, Greggs launched a campaign on its mobile app called Greggs Quests, encouraging customers to complete weekly challenges for the chance to win prizes.
These quests began on 10th November and run for five weeks. Each week, new tasks are made available through the app, ranging from simple purchases to more involved participation in themed activities.
Greggs App Quest Highlights
| Feature | Description |
| Start Date | 10th November |
| Duration | 5 weeks |
| Tasks | Weekly challenges via the Greggs App |
| Grand Prize | 3-night stay in Reykjavik, Iceland |
| Bonus Rewards | Exclusive merchandise, food vouchers, and branded Greggs x Wicked gifts |
| App Sign-Up Bonus | Free hot or iced drink on first registration |
The Iceland trip includes unique experiences such as:
- A Northern Lights adventure
- Dinner in a rotating glass-domed restaurant
- A visit to a geothermal spa
These app-based quests not only reward loyal customers but also encourage new user registrations. With built-in incentives and interactive elements, the Greggs App becomes a central part of the campaign ecosystem.
Why Is This Partnership A Brilliant Marketing Move?
Strong Cultural Alignment Between Greggs And Wicked
Greggs and Wicked may seem like an unexpected pairing at first glance, but the collaboration capitalises on shared cultural relevance.
Both are firmly embedded in the British public consciousness, Greggs as a much-loved high street food brand, and Wicked as a long-standing West End success story. This alignment helps each brand access new demographics while reinforcing existing loyalty.
Enhanced Customer Engagement Through Immersive Experience
By transforming two of its key stores and launching themed merchandise and digital rewards, Greggs moved beyond traditional advertising into the realm of experiential marketing.
This approach encourages deeper emotional engagement from customers who are invited to actively participate in the campaign, rather than passively consume it.
Multi-Channel Execution Boosts Brand Visibility
The partnership was executed across physical retail, mobile apps, social media, and food delivery platforms. This strategic integration across touchpoints increases visibility and ensures that the campaign reaches a broad audience.
Whether it’s via the Greggs app, a local shop visit, or a Just Eat order, customers encounter the Wicked theme at multiple stages.
Seasonal Timing Maximises Impact
Launching in early November, just ahead of the festive season and the film release, the campaign was well-timed to capture heightened consumer interest.
It tapped into both seasonal shopping habits and renewed interest in live entertainment, making the promotion more relevant and timely.
Social Media And Press Amplification
The striking visuals of green-themed shops, limited-edition products, and fan interaction generated significant user-generated content on social media.
Press coverage from mainstream and entertainment media outlets added an extra layer of visibility, boosting both organic reach and public awareness.
What Does This Mean For Future Greggs Collaborations?
Opening Doors To Cross-Industry Campaigns
This collaboration demonstrates Greggs’ readiness to work with partners outside of the food and beverage industry. By engaging with the entertainment sector, Greggs opens the door to future collaborations with film studios, theatre productions, and pop culture icons that align with its brand values.
Reinforcing Greggs’ Identity As A Cultural Brand
Greggs is positioning itself not just as a bakery, but as a brand that participates in British cultural moments. This evolution allows the company to go beyond product-based promotions and engage in storytelling that builds emotional connections with customers.
Opportunities For Exclusive Product Drops
The success of the limited-edition travel cups and the Baked For Good Box shows that there is appetite for collectable and themed merchandise.
Future campaigns could involve seasonal or character-based product lines that create scarcity, increase demand, and boost average spend per visit.
Strengthening Customer Loyalty Through App-Based Initiatives
The Greggs Quests campaign illustrates how app-based marketing can encourage repeat visits and sustained engagement. Future collaborations may include gamified challenges, digital collectibles, and tiered rewards that keep customers connected beyond a one-time promotional event.
Potential For International or Regional Expansion
While this campaign focused on UK cities, future collaborations could be tailored to different regions or even international markets, especially if Greggs pursues expansion strategies. Regional pop-ups or partnerships with local events could recreate this success on a wider scale.
Conclusion
From transforming shops into enchanted theatres to launching magical merchandise and themed food boxes, the Greggs x Wicked collaboration is a masterclass in experiential marketing. It’s not just about bakes it’s about creating joy, community, and connection through brand storytelling.
For fans of Wicked, this is a delightful surprise. For Greggs customers, it’s another reason to fall in love with the brand. And for the wider retail and entertainment industry, it’s a clear signal that cross-sector partnerships can deliver meaningful and memorable impact.
FAQs about Greggs x Wicked Collaboration
What is the inspiration behind the Greggs x Wicked theme?
The collaboration celebrates the release of Wicked: For Good, blending theatrical storytelling with Greggs’ beloved bakery experience.
Are the travel cups available in all Greggs stores?
No, the limited-edition travel cups are only available in 1,500 selected Greggs shops across the UK starting 7th November.
How long will the Greggs x Wicked experience be available?
The in-store events were one-day-only experiences, but the travel cups and Just Eat boxes will be available while stocks last in November.
Can I participate in Greggs Quests without making a purchase?
Most quests require engagement with Greggs products, but simply signing up to the app also earns a free hot or iced drink.
What are the drink sizes for the Wicked-themed travel cups?
Each cup can hold up to 480ml, suitable for most hot and cold drinks served at Greggs.
Is the Baked For Good Box available for delivery across the UK?
The box is only available via Just Eat in selected cities listed in the campaign, and not nationwide.
Will there be more Greggs partnerships like this in the future?
While nothing is confirmed, the success of this campaign suggests that Greggs may pursue more themed collaborations in future.
