Greggs has launched its first Christmas advert with Nigella Lawson.
- In the advertisement, Lawson introduces Greggs’ ‘festive bake’.
- The campaign focuses on celebrating the chain’s festive menu, not sausage rolls.
- Reports of a disagreement between Lawson and Greggs were denied.
- The advert aligns with a trend of Christmas campaigns by major retailers.
Greggs has chosen this festive season to launch its inaugural Christmas advertisement, featuring the renowned chef Nigella Lawson. In this campaign, Lawson is depicted at her home, adorned with a Christmas tree embellished with Greggs-themed ornaments. Her role in the advert is to introduce viewers to Greggs’ ‘festive bake’, a pastry that she describes as holding a ‘rapturous riot of flavour’.
Describing the pastry, Lawson highlights its ‘succulent filling, creamy sauce,’ all encased in ‘the flakiest of flaky pastries’, inviting viewers to indulge with ‘one or both hands’. Lawson’s endorsement comes from a place of genuine appreciation as she states, ‘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’.
There were media reports suggesting a possible fall-out between Lawson and Greggs, particularly around the endorsement of their well-known sausage rolls. However, the company has refuted these claims, clarifying that Lawson’s participation was always intended to shine a spotlight solely on the Christmas menu offerings. Greggs stated that any reports indicating otherwise were ‘inaccurate’.
As the festive season approaches, the unveiling of Christmas campaigns by leading retailers has been a common theme. Greggs joins the likes of Aldi, which brought back its character Kevin the Carrot, and Morrisons, whose campaign features singing oven gloves. This alignment demonstrates a strategic approach by brands to captivate audiences during the competitive holiday advertising period.
Greggs’ innovative approach into holiday advertising with Nigella Lawson marks a significant step in their festive engagement strategy.
