There’s something powerful about brands coming together to tell a shared story. When two organisations with the same values (or even just the same sense of fun) join forces, the results can be so much bigger than what either could achieve alone. It’s PR, but achieved through teamwork – where both sides benefit from each other’s shared audiences, credibility and creativity.
Big brands, bigger impact
Take two well-known UK brands, Greggs and Primark. On paper, a bakery and a fashion retailer might seem an odd match, but their collaboration – sausage roll-print pyjamas, branded cafés and everything else that came with it – was marketing magic. It captured attention, made people smile and brought both organisations into the spotlight in a way that felt perfectly on-brand for each of them: relatable, playful and proudly British.
Then there’s IKEA and Shelter’s “Real Life Roomsets” campaign, which recreated the temporary accommodation of real families inside IKEA stores. It shone a light on homelessness and was powerful, emotional and purposeful, showing that partnerships don’t just boost awareness, they can drive genuine social impact too.
Local and regional collaborations that matter
For smaller or regional businesses, collaboration can be just as effective. It might be a local college teaming up with an employer on a skills project, or a care provider working with a wellbeing brand to champion staff mental health. When done well, these partnerships create authentic stories that local media and communities want to talk about.
Real examples from Goldings Communications
We’ve seen the power of collaboration first-hand through our work with The Lewis Foundation. Their partnerships with hospitals, sponsors and local businesses have helped turn goodwill into real impact – reaching thousands of patients and creating stories that truly resonate with both the public and the media.
Collaboration can also be a catalyst for brand growth, as we’ve seen with many of our awards clients. By joining forces with complementary partners, from designers and developers to local councils and business groups, they’ve been able to elevate shared projects, create stronger narratives and spark media interest that benefits everyone involved. We’ve helped them capture and tell those stories in a way that’s award-winning whilst building long-term brand credibility too.
Finding the right partner
The key is finding a partner whose goals align with yours and whose audience you’d love to reach. It’s not about slapping two logos together – it has to be authentic, meaningful and mutually beneficial.
Boosting your message
At its best, collaborative PR is all about amplification. You share resources, ideas and audiences and, in return, you double the impact. Whether your aim is to raise awareness, inspire change or simply get people talking, teaming up could be the smartest way to make your message travel further.
For more information on how Goldings Communications can help you with your collaborative PR campaigns, get in touch today.
