When Pokémon Sword and Shield were announced, they inspired a slew of memes from British internet users who found humor in the influences their culture provided towards the games. One meme, made by Twitter user Callum O'Dwyer, depicts a PokéMart from Pokémon: Let's Go, Pikachu! edited to show the logo of Greggs, a UK bakery chain. After the tweet proved viral, O'Dwyer reached out to Greggs to ask if the tweet was "worth a couple of [steak] bakes" as compensation for the free advertising. In response, Greggs gave him a £10 coupon and told him to "have a steak bake or three on us".