Greggs has enlisted celebrity chef and cookbook author Nigella Lawson to star in its first-ever Christmas advertising campaign.
In the new advert, Lawson is seen at home alongside a Christmas tree decorated with Greggs baubles, before describing the “rapturous riot of flavour” of the chain’s “festive bake” pastry.
Before taking a bite, she talks about its “succulent filling, creamy sauce, all wrapped up in the flakiest of flaky pastries, in one or both hands, say hello to the Greggs festive bakes”.
Lawson said: “As a longtime fan of Greggs, and especially their sausage rolls, I’m thrilled to be collaborating with them to celebrate the return of the iconic Christmas menu.”
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In the final scene, the camera pans across a kitchen table laden with items from the bakery giant’s Christmas menu, before landing on a platter of vegan festive bakes.
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The retailer denied a bust-up with Lawson after reports suggested that she had declined to endorse the chain’s well-known sausage rolls more widely.
It said the reports were “inaccurate”, adding that food writer was only ever recruited to promote the Christmas menu and had never been asked to endorse sausage rolls.
As December nears, a host of Christmas adverts have been released in recent days, including Aldi, which sees the return of Kevin the Carrot, and Morrisons’ campaign which once again features its singing oven gloves.
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