Greggs enlists kitchen icon Nigella Lawson to star in its first Christmas ad

Celebrity chef Nigella Lawson, famed for her rich recipes and captivating cookery shows, has teamed up with Greggs for their inaugural Christmas advertisement. The ad features Nigella arriving at her festively adorned home, complete with twinkling lights and a Christmas tree decked out in Greggs decorations.

The star cook is seen savouring the "rapturous riot of flavour" of Greggs' "festive bake" pastry, describing it as "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," before taking a bite. The advert is shot in the style of Nigella's own Christmas cooking TV specials, ending with a sweep over a table brimming with Greggs' Christmas offerings, culminating in a display of vegan festive bakes.

Despite recent media speculation that Nigella had refused to promote the brand's famous sausage rolls, Greggs clarified these claims as "inaccurate", stating that Nigella's involvement was solely to highlight the Christmas menu. Greggs said she was never expected to endorse the sausage rolls.

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The Christmas TV favourite herself expressed her enthusiasm, saying: "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."

She added: "Greggs brings joy wherever and whenever you choose to enjoy it, and I’m delighted to be sharing this with the nation this Christmas."

Nigella Lawson has garnered a legion of fans since the release of her first cookbook 'How To Eat' in 1998, all the way up to her 2020 offering 'Cook, Eat, Repeat', as well as through her accompanying TV shows. Meanwhile, bakery giant Greggs reports a more than 10% surge in sales recently, amid ongoing UK expansion efforts.

The renowned chain has launched over 150 new shops this year, reaching nearly 2,560 stores countrywide as of September's end. Last month marked an innovative venture for Greggs as they introduced their first champagne bar within the Fenwick’s Newcastle store on 24 October, open until the end of December, where patrons can indulge in a range from a £10 glass of Ca’ di Alte Prosecco to a £75 serving of Louis Roederer Cristal, with full bottles available at £425.

It follows last year’s unique "fine dining" Greggs experience held at the same venue, which saw over 8,000 customers enjoy festive bakes paired with luxurious sides like duck fat roast potatoes, smoked pancetta, chestnuts, and sprouts over one month. Greggs enthusiasts can look forward to this year’s festive menu launching nationwide from Thursday.