Boiler Room have just announced the latest in a series of ongoing brand partnerships, and pastry obsessives are going to be salivating over this one!
Having previously explored the globe with Ballantine’s Whisky, taking in countries including South Africa, Portugal and Brazil, the online streaming platform are keeping things closer to home this time round.
That’s right - having presumably studied the venn diagram intersection between fans of underground dance music and steak bakes and spotted some untapped potential, today Boiler Room announce they’re teaming up with high street baker Greggs for a series of events taking place over the next few months.
Touring the north of England in a sausage roll-shaped bus designed by world-renowned artist and Turner Prize winner Grayson Perry, the series has tapped up some of the biggest names in dance music right now. It all kicks off in Newcastle next month before making stops in Manchester, Leeds, Middlesbrough and Barrow-in-Furness.
“During the past two or three years we’ve been seeing a huge increase in sales to customers aged 18-25”, Greggs CEO Roger Whiteside explained to us over the phone. “When our data boffins had the bright idea to correlate this with rising weekend sales figures, we came to the realisation that Greggs’ pasties have become the comedown/pre-club snack of choice for young ravers. Then our partnerships department got the call from Boiler Room, and everything just fell into place really. As the purveyors of the UK’s finest sausage rolls, we already know a thing or two about big room bangers!”
The Boiler Room x Greggs launch party takes place in Newcastle on 7th December. We’re not allowed to spoil the lineup but let’s just say there’s a certain Geordie lad playing whose name begins with ‘P’ and ends in ‘atrick Topping’. Watch this space for further details.