Greggs has appointed a creative PR agency on a project basis to help launch its first jewellery collection, following a competitive pitch process run by AAR.

Bakery chain Greggs has hired Here Be Dragons on a project basis across consumer PR activations.

The first campaign the creative PR agency has devised and executed for the brand will help launch Greggs’ first jewellery range.

PRWeek UK understands that London-based Here Be Dragons will be responsible for PR campaigns that focus on raising awareness and helping Greggs to reach new audiences via creative PR stunts, partnerships and large-scale activations.

However, Greggs will continue to work with Hope&Glory, its retained consumer PR firm. In February, Greggs named That Lot, part of The Weber Shandwick Collective, as its social media agency.

The Greggs jewellery range, which goes on sale tomorrow (13 September) to mark the 40th anniversary of London Fashion Week, features five pieces of 22ct gold-plated jewellery based on the high-street chain’s most popular menu items, from vegan and non-vegan sausage roll earrings and a jammy heart biscuit necklace to a Greggs ring and the ‘Greggs icons’ charm bracelet (pictured below).

Called the Baked in Gold collection, the limited-edition range has been designed by British artist Dion Kitson. The bakery retailer teased the collection launch across social channels over the weekend, prompting speculation.

The range is the latest fashion collaboration for Greggs, with the launch coming two years after three sell-out events between Greggs and Primark in 2022.

Hannah Squirrell, customer director at Greggs, said: “We’re always looking for ways that help Greggs customers share their love for the brand, and the launch of Baked in Gold is another fun way to deliver this. We’re excited to be teaming up with Dion as we step into the world of jewellery to deliver the fun and flavour that our customers know us for, in a unique and one-of-a-kind way!”

April Hogan, business director at Here Be Dragons, added: “We would normally only ever dream about pitching a jewellery range to a client, let alone one of Britain’s most-loved brands, but to have the buy-in and passion from the Greggs brand team for our idea to bring Sausage Rolls into their golden era is 22-carat gold.”

The link to shop the Baked in Gold collection will be posted on Greggs social media channels first thing tomorrow (Friday 13 September), ahead of the 10am launch. Purchases are limited to five pieces of jewellery per person.